EFFECTIVENESS OF ADVERTISING THROUGH INSTAGRAM SOCIAL MEDIA AS A MEDIA FOR LOCAL COSMETIC PRODUCT PROMOTION

Abstract

This research aims to determine the effectiveness of advertising via social media Instagram as a medium for promoting local cosmetic products in Mustika Ratu. The sample used in this research was 194 respondents with the criteria being that they had Instagram social media, lived in DKI Jakarta, and were aged 17-31 years. The software used in this research is SPSS version 25 to process data and analyze research data.