STRATEGI MODEL PESO DALAM MERANCANG PROMOSI PADA OBJEK WISATA NEW RIVERMOON ADVENTURE RESTO & FUN DI INSTAGRAM

Muhammad Afif Farhan, NIM.: 19107030091 (2025) STRATEGI MODEL PESO DALAM MERANCANG PROMOSI PADA OBJEK WISATA NEW RIVERMOON ADVENTURE RESTO & FUN DI INSTAGRAM. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

Preview	Text (STRATEGI MODEL PESO DALAM MERANCANG PROMOSI PADA OBJEK WISATA NEW RIVERMOON ADVENTURE RESTO & FUN DI INSTAGRAM) 19107030091_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf - Published Version Download (4MB) | Preview
	Text (STRATEGI MODEL PESO DALAM MERANCANG PROMOSI PADA OBJEK WISATA NEW RIVERMOON ADVENTURE RESTO & FUN DI INSTAGRAM) 19107030091_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf Restricted to Registered users only Download (6MB) | Request a copy

Abstract

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.

Share this knowledge with your friends :

Actions (login required)

View Item