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All Journal ANTHROPOS: JURNAL ANTROPOLOGI SOSIAL DAN BUDAYA (JOURNAL OF SOCIAL AND CULTURAL ANTHROPOLOGY) Jurnal Administrasi Publik : Public Administration Journal Journal of Education, Humaniora and Social Sciences (JEHSS) Proceeding of World Conference PERSPEKTIF Management Studies and Entrepreneurship Journal (MSEJ) Strukturasi: Jurnal Ilmiah Magister Administrasi Publik GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Transekonomika : Akuntansi, Bisnis dan Keuangan Journal of Social Research Histeria: Jurnal Ilmiah Sosial dan Humaniora Nusantara Journal of Multidisciplinary Science Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Bisnis Inovatif dan Digital Jurnal Agrisep
Sihombing, Marlon
Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Sumatera Utara, Indonesia
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Peran Pemasaran Media Sosial dan Citra Merek Rumah Karya Indonesia dalam Meningkatkan Daya Tarik Wisata Tao Silalahi, Kabupaten Dairi Hengky Pramudia Ujung; Marlon Sihombing; Onan Marakali Siregar
Jurnal Bisnis Inovatif dan Digital Vol. 3 No. 3 (2026): Juli: Jurnal Bisnis Inovatif dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubid.v3i3.1438

Abstract

This study aims to analyze the role of social media marketing and the brand image of Rumah Karya Indonesia (RKI) in increasing the tourism attractiveness of Tao Silalahi, Dairi Regency. The research employed a qualitative approach using a descriptive method. Data were collected through interviews, observations, and documentation involving RKI management, local communities, and tourists. The findings indicate that social media marketing, particularly through Instagram, plays a significant role in enhancing destination visibility and tourists’ visit intentions through engaging visual content, appropriate audience segmentation, and community collaboration supported by word-of-mouth marketing. In addition, RKI’s brand image is positively shaped by the provision of authentic tourism experiences based on arts and culture, inclusive community-based services, affordable activity pricing, and creative as well as collaborative promotional strategies. The integration of social media marketing and brand image contributes to strengthening the tourism attractiveness of Tao Silalahi in terms of natural, cultural, activity-based, and supporting infrastructure aspects. This study highlights that digital marketing strategies rooted in cultural values and local community involvement are effective approaches for sustainable tourism destination development.
Co-Authors Abdul Kadir Abdul Rahim Matondang Adrian Dirgaputra Zebua Afifuddin Siregar Agung Pranata Agus Suryadi Agustinus Panjaitan ALFRED PASCAL SIMARMATA Amir Purba Ardy Rohan Liharman Sinaga Bambang Azis Silalahi Bayu Andrew Tampubolon Beni Haryanto Tambunan Benni Kurniawan David Eltom Nainggolan Desi Kartini Dumasari Harahap Elielsen Lase Fachrur Razi Juned Hatta Ridho Hengky Pramudia Ujung Herda Sri Rahayu Sebayang Horas Mangari Sirait Hotden Leonardo Nainggolan Humaizi, Humaizi Husni Thamrin Ismail Marzuki Siregar Isnaini Jeremia Pratama Sinaga Johanes Sembiring Lingga Ivan Mayora M. Arif Nasution Ma’ruf Tasfin Michael Ricardo Sipayung Muhammad Taher Siregar Purwoko, Agus R. Hamdani Harahap Redi Antonius Nababan Rosidah Aini Roulia Martha Gabriella Tambunan Sam Andre Situngkir Saut Parlindungan Sinaga SIMARMATA, ALFRED PASCAL Siregar, Onan Marakali Subhilhar Subhilhar Suriadi, Agus Suryadi, Agus Syafrida Yanti Tavi Supriana Teguh Trifena Sinaga Tengku Irmayani, Tengku Warjio Warjio Zulfikar Ali Wardana