ANALYSIS OF ONLINE ADVERTISING (INSTAGRAM) TO BUILD CUSTOMER TRUST AND LOYALTY PT VALBURY ASIA FUTURES

Abstract

Digital developments in the financial industry are driving the transformation of marketing strategies, with Instagram becoming a strategic platform for building customer relationships. This research focuses on exploring the dynamics of PT Valbury Asia Futures Jakarta's online advertising in building customer trust and loyalty through a descriptive qualitative approach. Researchers used an interpretive paradigm to reveal the complexity of digital message construction and marketing communication mechanisms. Primary data sources were obtained directly from PT Valbury Asia Futures Jakarta through a purposive sampling technique, which allows the selection of informants based on specific criteria and the researcher's in-depth consideration. Data collection methods included in-depth interviews, participant observation, and literature review. The findings revealed that the construction of PT Valbury Asia Futures Jakarta's advertisements was built through several key aspects: (1) development of a credible visual narrative, (2) presentation of educational content about futures trading, (3) demonstration of financial information transparency, (4) creation of interactive engagement with potential customers. The theoretical contribution of the research lies in mapping digital communication strategies in the context of the financial industry, specifically understanding the mechanism of trust building through the medium of Instagram. Practically, the researcher provides strategic recommendations for PT Valbury Asia Futures Jakarta in optimizing digital communication to build customer loyalty. The significance of this research shows that online advertising is not just a promotional instrument, but a strategic platform to build an ecosystem of trust and mediate the relationship between financial service providers and potential customers in the digital era.