Evaluation of The Effectiveness of Instagram Social Media: A Case Study in Ringkai Indonesia

Marketing using Instagram is becoming a popular marketing strategy for businesses today. Ringkai Indonesia, small business that provides healthy snacks children in Bandung, uses as its main digital tool. However, has low number of account engagement and followers. This serious problem to be able continue compete online sales. Therefore, the objectives this study are first, find significant factors influence social media engagement; second, root cause Ringkai's problem; third, develop right content strategy. research will explore comprehensively through internal external environmental analysis. The analysis consists resource consisting PESTEL, Porter Five Forces, competitor analysis, customer Where explored by quantitative survey 236 respondents. results show remunerative relational significantly affect. researcher proposes several strategies solution, namely developing posting schedule, activating ads on Instagram, creating an effort increase account. implications other actors snack industry strategies.