Social Media Marketing Strategy on the @Umy_Apotek Instagram Account to Increase Customer Engagement in 2023

Traditional trading activities in Indonesia are slowly starting to be eliminated. The impact of traders unable to compete with marketing activities via social media continues to grow. This phenomenon is the background for this research, where it can be seen that currently business activities cannot be separated from social media itself. This research aims to describe the planning, implementation, and evaluation of social media marketing strategies by UMY Pharmacy Instagram (@umy_apotek) as an effort to increase customer engagement in 2023. This research uses the Social Media Marketing theory developed by Susan Gunelius in the book "30 - Minute Social Media Marketing'' and the Customer Engagement theory developed by Judy Strauss in the book "E-Marketing (6th edition)". This type of research is qualitative descriptive research, using data collection techniques through indepth interviews and documentation. The research shows that the implementation of social media marketing strategies on UMY Pharmacy's Instagram (@umy_apotek) has been done well, by implementing several strategies that are in accordance with social media marketing success variables and pillars that shape customer engagement. However, implementing a good strategy needs to be balanced with implementing the evaluation stage in order to achieve optimal insight. In the future, businesspeople need to pay attention to the evaluation stage for implementing social media marketing to achieve optimal insight.