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All Journal Jurnal Indonesia : Manajemen Informatika dan Komunikasi
M. Rifa'i
Universitas Yudharta Pasuruan
Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science

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Analisis Implementasi Strategi Promosi Digital pada Wisata Binangun Firdausi Namiro; M. Rifa'i
Jurnal Indonesia : Manajemen Informatika dan Komunikasi Vol. 7 No. 3 (2026): September
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM) STMIK Indonesia Banda Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63447/jimik.v7i3.2075

Abstract

Wisata Binangun is a locally-based tourism area in Pasuruan Regency featuring four tourism products: Coban Binangun, Pring Sewu Cultural Market, homestays, and a camping ground. This study aims to analyze the implementation of digital promotion strategies at Wisata Binangun. A descriptive qualitative approach was employed, with data collected through interviews, observation, and documentation. Data analysis involved data reduction, data presentation, and conclusion drawing and verification. The results indicate that Wisata Binangun has utilized various digital media and activities for promotion, including Instagram, a website, Google Maps, collaborations with influencers, and the use of visitor-generated content. However, the implementation of digital promotion lacks systematic and integrated management. Social media content is still dominated by information regarding the Pring Sewu Cultural Market, while the Coban Binangun, homestay, and camping ground products have not received balanced exposure. Furthermore, promotional planning lacks clear operational targets, cross-platform integration remains limited, and monitoring and evaluation processes do not optimally utilize digital data. Limited human resources constitute a major obstacle affecting the sustainability of digital promotion management. Therefore, there is a need for more focused and balanced content planning, strengthened cross-platform integration, human resource capacity building, and the implementation of regular, data-driven monitoring and evaluation. These efforts are expected to enhance promotional effectiveness and strengthen Wisata Binangun's competitiveness as a community-based tourism destination.
Pemasaran Digital Berbasis AIDA: Analisis Strategi Komunikasi Pemasaran Voucher TikTok dalam Meningkatkan Engagement Momoyo Pandaan Muchammad Roni; M. Rifa'i
Jurnal Indonesia : Manajemen Informatika dan Komunikasi Vol. 7 No. 3 (2026): September
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM) STMIK Indonesia Banda Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63447/jimik.v7i3.2077

Abstract

The rise of social media, particularly TikTok, has driven a shift in marketing communication strategies from conventional approaches toward interactive and participatory digital communication. This study aims to analyze the marketing communication strategy involving Momoyo Pandaan’s TikTok vouchers and its impact on consumer engagement. The research draws upon concepts of digital marketing communication, customer engagement, TikTok, and vouchers as promotional tools, utilizing the AIDA model (Attention, Interest, Desire, Action) as the analytical framework. A qualitative descriptive approach employing a case study method was adopted. Data were gathered through in-depth interviews, observation, and documentation, involving three informants selected via purposive sampling: a manager, an outlet employee, and a consumer of Momoyo Pandaan. Data analysis involved data reduction, data presentation, and verification followed by conclusion drawing. The findings indicate that Momoyo Pandaan’s TikTok voucher marketing strategy is implemented through interconnected AIDA stages. Attention is generated through visual hooks, trending sounds, geo-tagging, and TikTok Local Ads; Interest is fostered via soft-selling content, POV/humor, and collaborations with micro-influencers and food vloggers; Desire is stimulated by emphasizing the price-to-value ratio and the time-limited nature of the vouchers; and Action is driven by clear calls-to-action and a simple voucher redemption process. The strategy proved effective in boosting engagement particularly through saves and shares and correlated with increased voucher redemptions and customer visits to the outlet. Thus, the TikTok voucher-based marketing communication strategy is effective in enhancing engagement while simultaneously driving consumer action.
Co-Authors Firdausi Namiro Muchammad Roni