Strategi Promosi UMKM Pasar Bambu Dalam Pemanfaatan Media Sosial Instagram Sebagai Sarana Komunikasi Pemasaran Online di Desa Bonjeruk Kecamatan Jonggat Kabupaten Lombok Tengah: Promotional Strategy of the Pasar Bambu MSME Utilizing Instagram Social Media as a Means of Online Marketing Communication in Bonjeruk Village, Jonggat District, Central Lombok Regency

Lalu Ahmad Rahmat (Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas 45 Mataram)
I Made Putra Suryantara (Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas 45 Mataram)
Sandi Justitia Putra (Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas 45 Mataram)

Al-Qalbu: Jurnal Pendidikan, Sosial dan Sains
Vol. 4 No. 2 (2026): Oktober 2026

This descriptive study aims to explain the promotional strategies employed by the "Pasar Bambu" (Bamboo Market) MSME specifically regarding its use of Instagram as an online marketing communication tool in Bonjeruk Village, Jonggat District, Central Lombok Regency. The results indicate that social media usage is prevalent in Bonjeruk Village, particularly for marketing MSMEs focused on the village's culinary tourism. The "Pasar Bambu Bonjeruk" Instagram account is actively managed and attracts numerous visitors, thereby generating profits for the operators. The use of Facebook and Google accounts also supports marketing efforts in the village. The MSME's promotional strategy utilizes the marketing mix framework, incorporating the four components of Product, Price, Promotion, and Place.