STRATEGI PROMOSI PAID EARNED SHARED OWNED MEDIA SOSIAL INSTAGRAM DANAU PADING

Hesti, Hesti (2023) STRATEGI PROMOSI PAID EARNED SHARED OWNED MEDIA SOSIAL INSTAGRAM DANAU PADING. Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

xiv
ABSTRAK
Terdapat berbagai macam wisata di Kabupaten Bangka Tengah, salah satunya adalah wisata
alam Danau Pading. Wisata alam Danau Pading yang dikelola oleh Kelompok Sadar Wisata
(POKDARWIS) memanfaatkan media sosial Instagram sebagai media promosi untuk menarik
kunjungan wisatawan. Penelitian ini bertujuan untuk mengetahui strategi promosi Danau Pading
Kabupaten Bangka Tengah di media sosial Instagram dalam menarik minat berkunjung, untuk
mengetahui hambatan promosi Danau Pading Kabupaten Bangka Tengah di media sosial
Instagram dalam menarik minat berkunjung, serta mengevaluasi strategi promosi Danau Pading
Kabupaten Bangka Tengah di media sosial Instagram dalam menarik minat berkunjung. Metode
penelitian ini menggunakan kualitatif dengan pendekatan deskriptif. Model penelitian yang
digunakan penulis adalah model PESO (Paid media, Earned media, Shared Media dan Owned
media) dengan konsep komunikasi pemasaran pariwisata, digital marketing dan minat berkunjung.
Hasil dari penelitian menunjukkan bahwa Kelompok Sadar Wisata (POKDARWIS)Danau Pading
menjalankan tiga komponen dari keempat komponen yang dimiliki model PESO, yakni earned
media, shared media dan owned media. Hambatan yang terjadi dalam melaksanakan promosi di
media sosial Instagram adalah keterbatasan anggaran menggunakan iklan berbayar Instagram,
minimnya wawasan Kelompok Sadar Wisata (POKDARWIS) mengelola media sosial Instagram
sebagai media promosi, serta hanya mengandalkan satu orang yang kompeten di bidang
komunikasi pemasaran digital.
Kata Kunci : Promosi, Wisata Alam, Instagram, Danau Pading.
xv
ABSTRACT
There are various kinds of tourism in Central Bangka Regency, one of which is the Pading
Lake natural tourist attraction. Pading Lake nature tourism which is managed by the Tourism
Awareness Group (POKDARWIS) uses Instagram social media as a promotional medium to
attract tourist visits. This research aims to determine the promotional strategy for Pading Lake,
Central Bangka Regency on Instagram social media in attracting interest in visiting, to find out
the obstacles to promoting Pading Lake, Central Bangka Regency on Instagram social media in
attracting interest in visiting, and to evaluate the promotional strategy for Pading Lake, Central
Bangka Regency in the media. social Instagram in attracting visiting interest. This research
method uses qualitative with a descriptive approach. The research model used by the author is the
PESO model (Paid media, Earned media, Shared Media and Owned media) with the concepts of
tourism marketing communication, digital marketing and interest in visiting. The results of the
research show that the Lake Pading Tourism Awareness Group (POKDARWIS) implements three
of the four components of the PESO model, namely earned media, shared media and owned media.
The obstacles that occur in carrying out promotions on Instagram social media are limited budget
using paid Instagram advertising, the lack of insight of the Tourism Awareness Group
(POKDARWIS) in managing Instagram social media as a promotional medium, and only relying
on one person who is competent in the field of digital marketing communications.
Keywords: Promotion, Nature Tourism, Instagram, Pading Lake.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Promotion, Nature Tourism, Instagram, Pading Lake.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Eko Yuli
Date Deposited:	29 Sep 2023 04:18
Last Modified:	29 Sep 2023 04:18
URI:	http://eprints.upnyk.ac.id/id/eprint/37728

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