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Titi Darmi
Administasi Publik Universitas Muhammadiyah Bengkulu
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Journal : ARISTO

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Digital Marketing Communication Strategy For Strengthening Bengkulu City Tourism Brand Eceh Trisna Ayuh; Titi Darmi; Sri Ekowati; Lisa Adhrianti; Evi Hafizah
ARISTO Vol 10, No 3 (2022): December / Special Issue : Local Governance
Publisher : Universitas Muhammadiyah Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24269/ars.v10i3.6308

Abstract

Bengkulu City has various historical, cultural and natural tourism assets, this has allowed Bengkulu City to become a tourism city. The internet penetration rate of Indonesia's population continues to increase from year to year. However, the regional government of Bengkulu City has not read the opportunities for digital marketing platforms and made branding efforts for the Bengkulu tourism sector. This study aims to determine the digital marketing branding communication strategy for Bengkulu city tourism destinations. The research approach used is a qualitative approach based on the philosophy of postpositivism. This research is a case study research using the concept of AISAS theory which consists of Attention, Interest, Search, Action and share. The results of this study state that digital marketing communications carried out by the Bengkulu government focus on creating marketing content to create tourist attraction through social media. Image quality, content content, content duration and words in the content are important parts that must be considered. In addition, it is known that the creation of digital marketing content requires quite a lot of effort so that the content is of high quality and attractive, it is necessary to have human resources with special digital skills and a qualified team of creators.
Digital Marketing Communication Strategy For Strengthening Bengkulu City Tourism Brand Ayuh, Eceh Trisna; Darmi, Titi; Ekowati, Sri; Adhrianti, Lisa; Hafizah, Evi
ARISTO Vol 10 No 3 (2022): December / Special Issue : Local Governance
Publisher : Universitas Muhammadiyah Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24269/ars.v10i3.6308

Abstract

Bengkulu City has various historical, cultural and natural tourism assets, this has allowed Bengkulu City to become a tourism city. The internet penetration rate of Indonesia's population continues to increase from year to year. However, the regional government of Bengkulu City has not read the opportunities for digital marketing platforms and made branding efforts for the Bengkulu tourism sector. This study aims to determine the digital marketing branding communication strategy for Bengkulu city tourism destinations. The research approach used is a qualitative approach based on the philosophy of postpositivism. This research is a case study research using the concept of AISAS theory which consists of Attention, Interest, Search, Action and share. The results of this study state that digital marketing communications carried out by the Bengkulu government focus on creating marketing content to create tourist attraction through social media. Image quality, content content, content duration and words in the content are important parts that must be considered. In addition, it is known that the creation of digital marketing content requires quite a lot of effort so that the content is of high quality and attractive, it is necessary to have human resources with special digital skills and a qualified team of creators.
Co-Authors Adi Putra, Muklas Adriadi, Rekho Agus Salim Agussalim M ahmad aldo Alan Jukuinsyah Albareyzi Ramadhani Albaryzi Ramadhani Aldo Nopiansa Anastasha, Rezka Anjalika, Annisa Octa Anton Feriady Ardi Kurniawan Auliah Putri, Najmi Bella Aurel Ichzani Bella Dian Nusantara Bella Dwi Hastuti Betra Sarianti Bintang Agustina Pratiwi Chayati, Ella Martina Darmanto Darmanto Daya Dinda Sari Desmita Desmita Dewi Susila Wati Dwi Puji Lestari, Dwi Puji Eceh Trisna Ayuh Eceh Trisna Ayuh Edi Efrita Ekowati, Sri Ela . Ela Enti Fitri Yanti Evi Hafizah Feny Sahara Fhandemi Ulvansyah Fithri Mufriantie Hafizah, Evi Hardian, Robi Hasmiati Hasmiati Hasti Marlena Heriyanti, Lesti Ilham Perdana Putra Indriani Safitri, Ersa Intan Dwi Safitri Intan Dwi Safitri Dwi Safitri Iqbal Mifktahul Mujtahid Iqbal Miftakhul Mujtahid Iqbal Miftakhul Mujtahid Iqbal Miftakhul Mujtahid Ira Yuaniati Irzan Jamil, Ahmad Ju im Ju’im Juim Thaap Junaeny, Fitriah Justian, Perdi Ju’im Thaap Kasman Kasman Kasman kusmiarti, reni Ledyawati Ledyawati Ledyawati Ledyawati Ledyawati Ledyawati Ledyawati Ledyawati, Ledyawati Lia Puspa Linda Safitra Lisa Adhrianti lorenzo, zandi M. Wirantara Mandala Putra, Bayu Martina Chayati, Ella Melly Dwi Karisma Meta Aryanti Mujtahid, Iqbal Miftakhul Muntahanah, Muntahanah Mutiara Elfionita Netti Herawati Ninda Dwi Sagita Novia Anggraini Novliza Eka Patrisia Nurul Husna, Stefani Nuryakin, Nuryakin Nusantara, Bella Dian Pebri i Yanto Syaputra Purnama Sari, Puput Puspitasari, Sinta PUTRI, FANI REVINA Ramadani, Wahyu Ramadhan Syaputra, Nedy Ramadhani, Albareyzi Ratih Rahayu Rekho Adriadi Rekho Adriadi Reni Insyiroh Retya Dwi Armanita Rifa'i Riska Handayani Rizky Faizal Anwar Romanza, Melli Rosidi Rosidi Rosidin Rosidin Rosidin Rosidin Rosidin Rosidin Runni Runni Safitri, Inderi Lara Safitri, Intan Dwi Sania, Sania Sari, Yenny Puspita Selvi Tamia Sholihah, Nur Izzah Sri Ekowati Sri Indarti Sri Indarti Sri Indarti Susi Sulandari Syafiyah Putri Syahfitri, Jayanti Syaputra, Nedy Ramadhan Tesra Kayati, Inke Tri Yuningsih Tri Yuningsih Trisna Ayuh, Eceh Ulvansyah, Fhandemi Vina Gracenia Wilaras, Nadia Endah Wilaras Wirasanti, Nadhilla Wisnu Wijaya Wisnu Wijaya Yogi Alfiansyah Yossy moelandha, Trierose Yuliani, Hafri Yunita, Herma Yusup Al Gofar Zelfri Wiradianto