ABSTRACT
Business opportunities have grown widely available over the past few years in the Muslim clothing industry, especially hijab products. With the high demand for hijab, an effort is needed to support small and medium-sized enterprises (SMEs) in taking advantage of these opportunities. Larnis is an SME that sells hijab products made of knitting material, which is less popular in Indonesia. This study aims to optimize the use of Instagram as a digital marketing channel for Larnis. The data were obtained through qualitative methods that included in-depth interviews, observations, surveys, and focus group discussions. Based on the data and analysis, there has been a lack of promotional activities and a less than optimal use of online marketing channels owned by Larnis. The result of this research is a set of steps to take in order to optimize the use of Larnis’s Instagram account for business purposes, which leads to increased exposure for Larnis and its products.
