<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) Juragan Telur in Sidenreng Rappang Regency actively utilize Instagram as the main promotional medium through various product and service content. However, the effectiveness of this digital strategy in increasing sales has not been empirically proven. This study aims to identify the forms of Instagram utilization carried out by Juragan Telur MSMEs and to analyze the effect of Instagram usage on sales growth. The research employs a quantitative method with data collection techniques including questionnaires, observation, and documentation. The respondents consist of active followers of the Juragan Telur Instagram account, individuals who have made purchases within the last year, and active Instagram users. The collected data were analyzed using SPSS through validity and reliability tests, classical assumption tests, simple linear regression analysis, hypothesis testing (t-test), and coefficient of determination (R²). The findings indicate that Instagram utilization has a positive and significant effect on sales growth, evidenced by a 114.2% increase in sales and a regression coefficient of 0.878, reflecting a strong relationship. Therefore, Instagram is proven to be an effective digital marketing medium in increasing sales volume, customer numbers, and MSME revenue.]]>
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