The development of Internet has been growing so fast created many inventions such as companies that focus in technology development. One of the company is Cicil.co.id which is a digital start up company aimed to facilitate and provide student to buy any kind of things that felt to be necessary to fulfill their needs during their time in university. Cicil.co.id using the role of social media as their marketing plan strategy especially Instagram that felt to be one of the most used social media by students in university these days, Cicil also maximalize the role of student inside the campus to be one part of Student ambassador as a part of media promoting. The research method used in this study was descriptive and was analyzed qualitatively. The data sources in this study were obtained through interviews with informants, as well as relevant documents related to promotion of installments through Student Ambassadors on Instagram in 2017-2018. The results of the study showed Cicil.co.id Instagram in 2017-2018 by implementing a personal selling promotion strategy using their student ambassadors on Instagram through an informing, persuading and reminding approach.