Strategi Sosial Media Instagram Dalam Meningkatkan Pengunjung Di Luar Tamu Kamar Escape Rooftop Bar&Lounge Di Hotel Marianna Resort & Convention Tuk Tuk Samosir

Abstract

Instagram is one of the most effective social media platforms for promoting products or services, including in the hospitality industry. Escape Rooftop Bar&Lounge at Marianna Resort & Convention Tuk Tuk Samosir utilizes Instagram to attract non-staying guests to its venue.This study aims to analyze the role of Instagram in increasing visits from non-hotel guests to Escape Rooftop Bar&Lounge and to formulate strategies for improving follower count and engagement on the @escape.rooftopbar account.This research uses a descriptive qualitative method with data collected through observations, semi-structured interviews, and documentation. Data were gathered from the management of Escape Rooftop Bar&Lounge and its visitors, and then analyzed using the Framework Matrix method.The results show that while Instagram is actively used as a promotional tool, the @escape.rooftopbar account still has a low number of followers and lacks optimal use of Instagram features. Content consistency is weak, and collaboration with influencers is still minimal.Instagram plays a significant role in attracting non-staying guests to Escape Rooftop Bar&Lounge, but it requires more structured promotional strategies such as consistent highquality content, influencer partnerships