<![CDATA[Abstrak Penelitian ini bertujuan untuk menganalisis efektivitas penggunaan media sosial, khususnya TikTok dan Instagram, dalam meningkatkan kesadaran masyarakat terhadap destinasi wisata Florawisata D’Castello Subang. Dengan menggunakan pendekatan kualitatif deskriptif, data dikumpulkan melalui wawancara mendalam, observasi langsung, dan dokumentasi konten media sosial. Penelitian ini berfokus pada dimensi digital marketing menurut Kim dan Kim (2004) yang mencakup cost per transaction, incentive programs, site design, dan interactivity. Hasil penelitian menunjukkan bahwa media sosial memiliki peran signifikan dalam membangun citra dan menjangkau berbagai segmen usia, namun efektivitasnya belum optimal. Tindakan penonaktifan kolom komentar berdampak negatif terhadap interaktivitas dan persepsi transparansi pengelola. Selain itu, ketidaksesuaian antara konten digital dan kondisi nyata di lapangan menimbulkan kesenjangan ekspektasi yang dapat mempengaruhi loyalitas pengunjung. Penelitian ini merekomendasikan peningkatan komunikasi dua arah serta penyajian konten yang akurat dan relevan sebagai strategi memperkuat brand awareness destinasi. Kata kunci: Media Sosial, Digital Marketing, Brand Awareness, Pariwisata, Florawisata D’Castello Abstract This research aims to analyze the effectiveness of the use of social media, especially TikTok and Instagram, in increasing public awareness of the D’Castello Subang Flora wisata tourist destination. Using a descriptive qualitative approach, data was collected through in-depth interviews, direct observation, and documentation of social media content. This research focuses on digital marketing dimensions according to Kim and Kim (2004) which include cost per transaction, incentive programs, site design, and interactivity. The research results show that social media has a significant role in building an image and reaching various age segments, but its effectiveness is not optimal. The act of deactivating the comments column has a negative impact on the manager’s interactivity and perception of transparency. In addition, the mismatch between digital content and real conditions in the field creates a gap in expectations that can affect visitor loyalty. This research recommends increasing two-way communication and presenting accurate and relevant content as a strategy to strengthen destination brand awareness. Keywords: Social Media, Digital Marketing, Brand Awareness, Tourism, Florawisata D’Castello]]>
