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STRATEGI MODEL PESO DALAM MERANCANG PROMOSI PADA OBJEK WISATA NEW RIVERMOON ADVENTURE RESTO & FUN DI INSTAGRAM
This study examines the application of the PESO Model (Paid, Earned, Shared, Owned Media) in the promotional strategy of New Rivermoon Adventure Resto & Fun on Instagram. As a newly established tourist destination launched in 2021 in Klaten, Central Java, New Rivermoon requires an effective digital promotion strategy to increase awareness and attract visitors. This research employs a descriptive case study method, with data collection techniques including in-depth interviews, online observations, and document analysis. Data analysis follows Miles and Huberman’s interactive model, with validation through source triangulation. The findings indicate that the implementation of the PESO Model includes: (1) Paid Media, utilizing Instagram Ads and influencer collaborations to expand promotional reach; (2) Earned Media, consisting of visitor reviews and media coverage that enhance credibility; (3) Shared Media, optimized through hashtags and user-generated content to boost engagement; and (4) Owned Media, managed through the official Instagram account with high-quality content. The primary challenges involve coordinating various media types and measuring strategy effectiveness. This study recommends the development of a structured content calendar, a sustainable influencer program, an integrated hashtag campaign, and improvements in visual quality and storytelling to maximize promotional impact on Instagram.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
STRATEGI MODEL PESO DALAM MERANCANG PROMOSI PADA OBJEK WISATA NEW RIVERMOON ADVENTURE RESTO & FUN DI INSTAGRAM (Text)
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302.231 Media Komunikasi, Media Massa, Media Sosial