<![CDATA[Abstract. Instagram is widely used as a digital marketing platform by service companies, including wedding organizers, to enhance brand awareness. This study aims to analyze the optimization of Instagram content as a marketing tool to increase brand awareness of Mahar Agung Organizer. The research employs a descriptive qualitative approach with quantitative data support. Data were collected from Instagram Insights, including reach, impressions, and engagement, as well as interviews with relevant stakeholders. The results indicate that consistently managed and relevant Instagram content can enhance audience interaction and support the development of brand awareness for Mahar Agung Organizer. Therefore, content optimization on Instagram plays a significant role in the marketing strategy of Mahar Agung Organizer. Keywords: Instagram Content, Marketing Media, Brand Awareness, Mahar Agung Organizer Abstrak. Instagram dimanfaatkan sebagai media pemasaran digital oleh perusahaan jasa wedding organizer dalam membangun brand awareness. Penelitian ini bertujuan untuk menganalisis optimalisasi konten Instagram sebagai media pemasaran dalam meningkatkan brand awareness Mahar Agung Organizer. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan dukungan data kuantitatif. Data penelitian diperoleh melalui Instagram Insight yang meliputi reach, impression, dan engagement, serta wawancara dengan pihak terkait. Hasil penelitian menunjukkan bahwa pengelolaan konten Instagram yang konsisten dan relevan mampu meningkatkan interaksi audiens dan mendukung pembentukan brand awareness Mahar Agung Organizer. Oleh karena itu, optimalisasi konten Instagram memiliki peran penting dalam strategi pemasaran Mahar Agung Organizer. Kata kunci: Konten Instagram, Media Pemasaran, Brand Awareness, Mahar Agung Organizer]]>
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