<![CDATA[Abstract. Social media, particularly Instagram, has become a crucial platform for building such interactions due to its visual and interactive nature. Asbhoel, one of the Distros in the city of Bandung that has a strong relationship with customers from the perspective of online media Instagram. Therefore, This study aims to analyze the optimization of Instagram as a social media platform for maintaining customer relationships at Distro Asbhoel. Using a qualitative approach, the study explores content strategies and the use of Instagram's interactive features in fostering customer engagement, strengthening loyalty, and enhancing brand image. Data was collected through in-depth interviews, direct observation, and content analysis of the Instagram account @asbhoel. The findings reveal that Distro Asbhoel leverages visual consistency and storytelling to build emotional connections with customers. Additionally, interactive features such as polls, question stickers, and Instagram Live are employed to engage customers, creating more personal relationships directly. User-generated content strategies also play a significant role in expanding market reach and increasing customer engagement. The study concludes that Instagram is an effective platform for supporting customer relationship management in the digital era. With the right strategies, social media not only serves as a marketing tool but also as a medium to build a loyal customer community.]]>
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