<![CDATA[The rapid development of social media has encouraged businesses to utilize digital platforms as effective promotional tools. This study aims to describe the utilization of Instagram as a promotional medium at Rumah 21 Coffee in Jambi City. The research employed a descriptive qualitative approach. Data were collected through observation, interviews, and documentation, and analyzed using descriptive analysis techniques, including data reduction, data presentation, and conclusion drawing. The findings indicate that Rumah 21 Coffee utilizes Instagram as its primary promotional platform through various features, including Feed, Stories, Reels, Highlights, and Direct Messages. The effective use of these features is supported by attractive visual content, consistent posting, and active interaction with customers, which contribute to wider information dissemination, stronger brand awareness, broader market reach, and higher customer engagement. The study concludes that Instagram serves as an effective promotional medium in supporting Rumah 21 Coffee's digital marketing strategy and enhancing its business competitiveness in the increasingly competitive coffee shop industry]]>
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