Abed Nego Putra Pratama
The development of technology has resulted in more and more social media platforms appearing that can be used with various functions. Instagram is a social media application that is very popular with Indonesian people. Instagram is the application with the most users in Indonesia which is not only used as a means of entertainment, but Instagram can also be used to build branding for a company, such as Bank Jogja. The Instagram application is used by Bank Jogja to build a positive image with the name Instagram @bprbankjogja. This research aims to determine the use of Instagram in building a positive image of Bank Jogja. The method used in this research is descriptive qualitative with a case study approach with PII analysis. The analysis is divided into three stages, namely preparation, implementation and impact. The subject in this research is Bank Jogja's Instagram @bprbankjogja. The data collection techniques used in this research were observation and interviews. In achieving success in maintaining the positive image of Bank Jogja, currently using Instagram @bprbankjogja, the impact is quite large in disseminating information so that it can cover all groups. Judging from @bprbankjogja's Instagram content about products that are one of the attractions of society by offering this convenience, this has a big impact on society.