<![CDATA[ABSTRAK Perkembangan media sosial mendorong perubahan strategi komunikasi pemasaran, termasuk pada industri open trip. Instagram menjadi media yang efektif untuk menarik minat Generasi Z melalui konten visual dan interaksi digital. Penelitian ini bertujuan menganalisis strategi promosi Instagram Tiga Dewa Adventure dalam menarik minat Generasi Z terhadap open trip berdasarkan model AISAS (Attention, Interest, Search, Action, Share) serta mengidentifikasi faktor-faktor yang memengaruhi minat tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam, observasi akun Instagram @tigadewaadventureindonesia, dan dokumentasi. Informan terdiri atas pihak internal Tiga Dewa Adventure, peserta open trip dari Generasi Z, dan pakar pemasaran digital. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi promosi Instagram Tiga Dewa Adventure telah memenuhi tahapan model AISAS. Konten visual berhasil menarik perhatian, informasi yang lengkap meningkatkan ketertarikan, pencarian informasi dilakukan melalui caption, highlight, direct message (DM), dan WhatsApp, sedangkan keputusan mengikuti open trip dipengaruhi oleh kredibilitas perusahaan, testimoni, dan respons admin. Pengalaman positif peserta kemudian mendorong terbentuknya electronic word of mouth (e-WOM). Penelitian ini juga menemukan bahwa faktor visual, informasi, kredibilitas, serta komunitas dan pengalaman merupakan faktor utama yang memengaruhi minat Generasi Z. Oleh karena itu, strategi promosi perlu dioptimalkan melalui penguatan storytelling, variasi konten visual, serta pemanfaatan user-generated content (UGC). ABSTRACT The rapid growth of social media has transformed marketing communication strategies, particularly in the open trip industry. Instagram has become an effective platform for attracting Generation Z through visual content and digital interaction. This study aims to analyse Tiga Dewa Adventure's Instagram promotional strategy in attracting Generation Z's interest in open trips based on the AISAS (Attention, Interest, Search, Action, Share) model and to identify the factors influencing their interest. This research employed a qualitative approach using a case study method. Data were collected through in-depth interviews, observation of the Instagram account @tigadewaadventureindonesia, and documentation. The informants consisted of an internal representative of Tiga Dewa Adventure, a Generation Z participant who had joined an open trip, and a digital marketing expert. Data were analysed using data reduction, data display, and conclusion drawing. The findings indicate that Tiga Dewa Adventure's Instagram promotional strategy has effectively implemented the AISAS model. Visual content successfully captures attention, comprehensive information increases interest, and further information is sought through captions, highlights, direct messages (DM), and WhatsApp. The decision to join an open trip is influenced by the company's credibility, participant testimonials, and responsive customer service. Positive travel experiences also encourage participants to share their experiences, generating electronic word of mouth (e-WOM). The study further reveals that visual appeal, information quality, credibility, and community and travel experiences are the main factors influencing Generation Z's interest. Therefore, the promotional strategy should be enhanced by strengthening storytelling, diversifying visual content, and optimising the use of user-generated content (UGC).]]>
