Abstract

This study aims to evaluate the effectiveness of Instagram as a promotional tool for fashion MSMEs in Medan by examining how content quality, user interaction, and follower count influence promotional outcomes. A quantitative research design was employed using a structured online survey administered to 100 active Instagram users familiar with local fashion MSMEs. The study conducted validity and reliability assessments, classical assumption testing, and multiple linear regression to examine the relationships among variables. The results indicate that content quality, user interaction, and follower count each have a significant and positive influence on promotional effectiveness. Among these variables, content quality emerged as the strongest predictor, suggesting that visual appeal and clarity play a central role in driving audience engagement and promotional impact. This study contributes to the digital marketing literature by providing empirical evidence on how Instagram’s platform features shape promotional effectiveness in the context of fashion MSMEs in a developing-country setting. The model integrates visual content theory, engagement theory, and social influence mechanisms to explain promotional success. The findings offer practical insights for MSME owners and digital marketers, emphasizing the need to improve content aesthetics, enhance two-way interactions with consumers, and strategically build follower communities. Policymakers supporting MSME digitalization may use these insights to develop training programs focused on social media marketing optimization.