STRATEGI KOMUNIKASI PEMASARAN MELALUI INSTAGRAM PADA MINAT KUNJUNGAN WISATAWAN (Studi Deskriptif Kualitatif pada @obelixhills)

Vety Tutut Pratiwi, NIM: 17107030149 (2023) STRATEGI KOMUNIKASI PEMASARAN MELALUI INSTAGRAM PADA MINAT KUNJUNGAN WISATAWAN (Studi Deskriptif Kualitatif pada @obelixhills). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Obelix Hills is a tourist destination that emerged amidst the Covid-19 pandemic. In its first year of operation, Obelix Hills faced significant business competition and challenges in the new normal era. This research is entitled "Marketing Communication Strategy Through Instagram on Tourists Interest in the New Normal Era (A Qualitative Descriptive Study on @obelixhills)" and aims to understand and analyze the marketing communication strategy through Instagram employed by Obelix Hills to attract tourists interest in the new normal era. This research utilized a descriptive method with a qualitative approach. Data collection methods included interviews, observations, and documentation. This study used the AISAS model, which consists of Attention, Interest, Search, Action, and Share. The findings indicate that the marketing communication strategy through Instagram @obelixhills utilizes the AISAS model while leveraging Instagram's features. These features include photos and videos, with regularly scheduled and diverse content. The like feature is maximized by emphasizing testimonial content to increase engagement. The comment feature involves producing interesting content such as giveaways and games, as well as actively engaging in timely and factual communication. Hashtags are tailored to Obelix Hills brand and incorporate trending topics relevant to the content. The caption feature utilizes story telling techniques to provide informative information while subtly incorporating soft selling elements.

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