Instagram as a Medium for Shaping MSME Image: The Case of @Mp_Jawelry

Abstract

This study aims to examine the use of Instagram as a medium for shaping the image of the MSME @Mp_Jawelry in Rama Agung Village, North Bengkulu Regency. The research used a descriptive qualitative method. The main theoretical framework was Luttrell's Circular Model of Social Media, consisting of share, optimize, manage, and engage, supported by Frank Jefkins' image theory. Data were collected through interviews, observation, and documentation involving the owner who manages the Instagram account and two consumers who purchased products online and offline. The findings show that Instagram supports image formation through product photos, reels, short videos, stories, captions, testimonials, direct messages, and audience interactions. In the share stage, Instagram introduces product information and creates initial audience awareness. In the optimize stage, visual consistency, aesthetic feeds, clear product photos, and informative captions strengthen product identity. In the manage stage, fast, friendly, and informative responses build consumer trust. In the engage stage, likes, comments, reposted stories, DMs, and testimonials create emotional closeness with consumers. Overall, Instagram functions not only as a promotional channel but also as a strategic medium for building a creative, aesthetic, modern, trustworthy, and consumer-oriented MSME image.