Marketing is a tool that many businesses and organization use to increase their reach, relay information, encourage engagement, entice customers to buy or pay, and increase awareness of a brand, product, or services to any potential customers, consumers, and audiences. Social media, a social platform based on digital media, has affected the world and brought significant changes, especially in promoting and advertising which has resulted in the creation of online business trends. This thesis explores the case study of Rambla Super Department Store’s Instagram. Rambla Super Department Store is a department store which is a subsidiary of Star Department Store, and recently they have just opened and began to conduct business. Their Instagram account @rambla.id, currently they have 27.7k followers (in 2024). Despite their decent size of following, their engagement and interaction between the brand and their audience is lacking, and leaves more to be desired. This research uses qualitative methodology to determine the problems and find a solution. While using the concept from Kim and Kho, this research is focused on the 5 dimensions of Social Media Marketing, which consist of: entertainment, interaction, trendiness, customization, and word of mouth. Even with Rambla’s decent success with their usage of Instagram, they still lack a key aspect of using it successfully, that is their engagement with their audience on social media still needs improvements.

Key Word: Marketing Communication, Digital Marketing, Social Media, Instagram, Department Store