<![CDATA[The development of the digital ecosystem has opened up business opportunities for businesses to market products using social media. One of the businesses that has grown along with the growth of the digital ecosystem is fashion brand Erigo. Erigo's success in penetrating domestic and global markets cannot be separated from the optimal utilization of the Instagram social media platform. This study aims to examine Erigo's strategy in increasing consumer buying interest in their products through the Instagram platform. The research was conducted using a descriptive qualitative approach. The research data was obtained from the review of official publications as well as data searches in various popular official databases. The results show that through the Instagram media platform, Erigo is able to deliver marketing messages directly, interestingly, and relevantly to its target market. Their strategy is to engage well-known celebrities and public figures as product models. Not only presenting the product visually, Erigo also relates it to the lifestyle that the audience desires. The effectiveness of Erigo's strategy is proven by the positive response to their advertisements on social media. The attractiveness and influence of celebrities has captured the attention of many users, and driven buying interest among consumers who want to try the promoted products. By continuing to develop and refine this strategy, Erigo is believed to be able to expand its market share.]]>
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