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All Journal KOMUNIKE: Jurnal Komunikasi Penyiaran Islam
Siti Salmah Nurhafsah
UIN Sultan Aji Muhammad Idris Samarinda, Indonesia
Languange, Linguistic, Communication & Media Social Sciences

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DIGITAL BRANDING STRATEGY OF @puncakstelingsamarinda IN PROMOTING PUNCAK STELING TOURISM Putri Cahaya Ramadhani; Wulan Damaryam; Siti Salmah Nurhafsah; A. Rivai Beta
KOMUNIKE: Jurnal Komunikasi Penyiaran Islam Vol. 18 No. 1 (2026): Digitalization & Islamic Communication in Everyday Life
Publisher : Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jurkom.v18i1.15753

Abstract

This study is motivated by the increasing use of social media for tourism promotion in the digital era. Puncak Steling Tourism in Samarinda uses Instagram as a digital branding platform to introduce the destination to a wider public. This study employs a qualitative approach based on Chris Heuer’s 4C Social Media Theory. The results show that digital branding strategies are implemented through four dimensions: context, communication, collaboration, and connection. Among these dimensions, context emerges as the most dominant aspect in shaping the image of the tourism destination. This study concludes that Instagram effectively supports promotional activities and expands the dissemination of information about Puncak Steling Tourism in Samarinda.
Co-Authors A. Rivai Beta Putri Cahaya Ramadhani Wulan Damaryam