Rosy Febriani Daud 

Communication Studies, Faculty of Social and Political Sciences, Selamat Sri University, Kendal, Central Java, Indonesia   

Novia Sri Falinda 

Communication Studies, Faculty of Social and Political Sciences, Selamat Sri University, Kendal, Central Java, Indonesia   

DOI: https://doi.org/10.19184/e-sospol.v13i1.60047

ABSTRACT 

The purpose of this study was to determine the use of social media through Instagram and to explain the factors of product marketing media in increasing customer loyalty. Research data collection includes observation, interviews and documentation. The resource persons in this study are LadyFameShop shop owners and LadyFameShop customers. This study uses a qualitative descriptive method and data collection using purposive sampling. Research shows the use of social media through Instagram and explains the factors that influence customer loyalty. This research proves that LadyFameShop has used four concepts in marketing communication, namely Product, Place, Promotion and provides prices and product quality according to market needs and identifies factors that influence customer loyalty through the use of social media on Instagram     

Keywords: Marketing Communication, Social Media, Loyalty 

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