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All Journal Bandung Conference Series: Communication Management
Anne Maryani
Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Indonesia
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Hubungan Sosial Media Marketing dengan Brand Image Dago Dreampark Mohchamad Bilal Padilah; Anne Maryani
Bandung Conference Series: Communication Management 361 - 368
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.25962

Abstract

The development of social media has made social media marketing an important strategy in building the brand image of tourist destinations. This study aims to determine the relationship between social media marketing and the brand image of Dago Dreampark. The research method uses a quantitative approach with a survey method of visitors who follow the Dago Dreampark Instagram account. Social media marketing is measured through the dimensions of entertainment, interactivity, and word of mouth, while brand image is measured through strength, favorability, and uniqueness. Data analysis uses Pearson Product Moment correlation. The results show that social media marketing has a significant relationship with the brand image of Dago Dreampark. This finding emphasizes the importance of managing interesting and interactive social media content in building the brand image of tourist destinations.   Perkembangan media sosial menjadikan social media marketing sebagai strategi penting dalam membangun brand image destinasi wisata. Penelitian ini bertujuan untuk mengetahui hubungan social media marketing dengan brand image Dago Dreampark. Metode penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap pengunjung yang mengikuti akun Instagram Dago Dreampark. Social media marketing diukur melalui dimensi entertainment, interactivity, dan word of mouth, sedangkan brand image diukur melalui strength, favorability, dan uniqueness. Analisis data menggunakan korelasi Pearson Product Moment. Hasil penelitian menunjukkan bahwa social media marketing memiliki hubungan yang signifikan dengan brand image Dago Dreampark. Temuan ini menegaskan pentingnya pengelolaan konten media sosial yang menarik dan interaktif dalam membangun citra merek destinasi wisata.
Co-Authors Mohchamad Bilal Padilah