Indonesia Conference Directory

Business opportunities are widely available in the Muslim clothing industry, especially hijab products, for the past few years. With the high demand for hijab, an effort is needed to support SMEs to take advantage of these opportunities. This study aims to optimize the use of Instagram as a digital marketing channel for Larnis. Larnis is one of the SMEs that sells hijab products made of knitting material, which is less popular in Indonesia. Through qualitative method, the data are obtained by in-depth interviews, observations, surveys and focus group discussions. Based on the data and analysis, there has been a lack of promotional activities and less optimal use of digital marketing channel owned by Larnis. This is unfortunate because nowadays, consumers are actively seeking through digital platform to find the product they are looking for. The results of this research is a set of correction steps to optimize the use of Larnis- Instagram account for business purpose which leads to the increased exposure for Larnis and its product.