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Subagja, Agus Dedi
Universitas Subang
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Analisis Efektivitas Media Sosial dalam Meningkatkan Kesadaran Florawisata D’Castello Subang Agus Dedi Subagja; Anisa Nur’azizah Maliq; Muhammad Rizky Yuliana; Nadila Ayulia Nurfadilah; Amelia Safitri
The World of Business Administration Journal Volume 7 Issue 2, December 2025
Publisher : Fakultas Ilmu Administrasi Universitas Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37950/wbaj.v7i2.2547

Abstract

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
Strategi Pemasaran Destinasi Ekowisata Dalam Meningkatkan Kunjungan Wisatawan Di Terminal Wisata Grafika Cikole Lembang (Studi Kasus: Terminal Wisata Grafika Cikole Lembang) Agus Dedi Subagja; Naufal Rifqi Hidayat; Wafi Siti Wahyuni; Jihan Amanda; Tiara Zalianty Rimaniar; Carla Kembuan
The World of Business Administration Journal Volume 8 Issue 1, Juni 2026
Publisher : Fakultas Ilmu Administrasi Universitas Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37950/wbaj.v8i1.2654

Abstract

Abstrak Penelitian ini bertujuan untuk menganalisis penerapan strategi pemasaran destinasi ekowisata di Terminal Wisata Grafika Cikole Lembang dalam meningkatkan kunjungan wisatawan berdasarkan teori Services Marketing Mix (7P). Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Data diperoleh melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis menggunakan model Miles dan Huberman. Hasil penelitian menunjukkan bahwa penerapan strategi pemasaran telah didukung oleh keberagaman produk wisata, kebijakan harga yang fleksibel, kualitas pelayanan, proses pelayanan, serta fasilitas yang memadai. Namun, pemanfaatan promosi digital masih berfungsi sebagai media brand awareness, sedangkan peningkatan kunjungan wisatawan lebih banyak didukung melalui kemitraan dengan Travel Agent dan Event Organizer (EO). Oleh karena itu, diperlukan sinergi antara promosi digital dan saluran kemitraan agar penerapan strategi pemasaran dapat mendukung peningkatan kunjungan wisatawan.   Kata kunci : Strategi Pemasaran, Bauran Pemasaran Jasa 7P, Ekowisata, Kunjungan Wisatawan.     Abstract This study aims to analyze the implementation of ecotourism destination marketing strategies at the Grafika Cikole Lembang Tourist Terminal in increasing tourist visits based on the Services Marketing Mix (7P) theory. The study employs a qualitative approach using descriptive methods. Data were collected through interviews, observations, and documentation, and then analyzed using the Miles and Huberman model. The results indicate that the implementation of marketing strategies has been supported by a diverse range of tourism products, flexible pricing policies, service quality, service processes, and adequate facilities. However, digital promotion is still primarily used as a medium for brand awareness, while the increase in tourist visits is largely supported through partnerships with travel agents and event organizers (EOs). Therefore, synergy between digital promotion and partnership channels is needed so that the implementation of marketing strategies can support an increase in tourist visits.  Keywords: Marketing Strategy, 7P Service Marketing Mix, Ecotourism, Tourist Visits.          
Co-Authors Abu Muna Almaududi Ausat ADE RISNA SARI Agus Ruhimat Amelia Safitri Anisa Nur’azizah Maliq Aryanti, Rina As Shidik, Deddi Astuti, Putri Hilda Ayu Angelina Pasaribu Carla Kembuan Christine Herawati Limbong Deddy Suhardi Dewi Yanti Dzaki Firdaus hanifah hanifah Iwan Henri Kusnadi Jihan Amanda Kamaruddin, Ilham Kusnadi, Iwan Henri Luluk Fauziah M. Indre Wanof Mariane, Ine Muhammad Rizky Yuliana Muhammad, Aziz Nadila Ayulia Nurfadilah Natika, Luki Naufal Rifqi Hidayat Nenden Srimulat Putri Anditasari, Putri Rachman, Reza Saeful Rahayu, Pitriyani Rahmad Solling Hamid Ronaldo, Reza Siti Nurhayati Suherlan Suherlan, Suherlan Suparman, Ade Syailendra Reza Irwansyah Rezeki Taharruddin Taharruddin Taharuddin Taharuddin Thiara Anjelia Sukma Tiara Zalianty Rimaniar Tititn kartini Wafi Siti Wahyuni Yogi Syarif Hidayat Yusti Pujisari Yuyu Sukmawati Zian Oktoberi