ANALISIS STRATEGI KOMUNIKASI PEMASARAN DIGITAL DALAM MEMPROMOSIKAN BRAND “THE LIGHT OF ACEH” DI INSTAGRAM @ACEHTOURSIMTRAVEL
DOI:
https://doi.org/10.70611/jkmd.v3i02.54Keywords:
Digital Marketing, Social Media, Instagram, The Light of AcehAbstract
The digital marketing communication strategy implemented by the Aceh Tourism Travel Team played an important role in promoting the brand “The Light of Aceh” on the @acehtourismtravel Instagram account. This research adopted the social media marketing concept by Gunelius. The purpose of this study was to explore the digital marketing strategy used to promote the brand “The Light of Aceh” on the @acehtourismtravel Instagram account. This research is a qualitative descriptive study, utilizing semi-structured interviews with two informants, observations on the Instagram account, and documentation of observation results. The research revealed the application of Gunelius's social media marketing concept in promoting the brand “The Light of Aceh.” The content creation strategies involved a partnership between the Aceh Culture and Tourism Office and experts within the Aceh Tourism Travel Team to create content, analyze Instagram algorithms, publish Islamic-themed content every Friday, and include the brand logo in the final content. Content sharing strategies involved adjusting distribution timing, using hashtags in the caption of the content, utilizing the Instagram Advertising feature, leveraging other social media platforms, and collaborating with public figures. Connecting strategies involved optimizing features such as Instagram collaboration posts, Instagram direct messages, and Instagram story reposts. Community-building strategies involved maintaining relationships with existing communities through the participation of Aceh Tourism Travel Team members in community activities, engaging the local community in content creation, and using call-to-action sentences in captions to engage the audience of the @acehtourismtravel Instagram account.
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Jurnal dan Publikasi Berkalan Lainnya
Aditia, T. (2024). Strategi Komunikasi Pemasaran Dinas Pariwisata Wonosobo melalui Instagram@ disparbudwonosobo dalam Mempromosikan Pariwisata. Jurnal Interaksi: Jurnal Ilmu Komunikasi, 8(2), 386-396.
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Artikel Dalam Jurnal Internet dan Publikasi Berkala Lainnya
Badan Pusat Statistik Indonesia. (14 Desember 2021). Statistik Wisatawan Nusantara 2020. Diakses pada 27 November 2024, dari https://www.bps.go.id/id/publication/2021/12/14/fab1c19a78b537d19ced25db/statistik-wisatawan-nusantara-2020.html
Disertasi
Maulida, D. (2019). Tourism Destination Branding: Analisis Strategi Branding Wisata Halal “The Light of Aceh”(Studi Kasus pada Dinas Kebudayaan dan Pariwisata Aceh Tahun 2015-2016). Jurnal Ilmu Komunikasi, 5(1).
