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All Journal Jobmark: Journal of Branding and Marketing Communication Commsphere
Eka Miftahul Jannah
Universitas Widya Mataram
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Digital Marketing Communication and Tourism Sales at Ibarbo Park Yogyakarta Eka Miftahul Jannah; Dyaloka Puspita Ningrum
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.621

Abstract

In the digital era, tourism destinations increasingly rely on digital marketing communication to enhance visibility and drive visitor conversion. This study examines the role of digital marketing communication in increasing tourism sales at Ibarbo Park in Sleman, Yogyakarta, using the AISAS model, which comprises Attention, Interest, Search, Action, and Share. The research aims to analyze how each stage of the AISAS framework is implemented to influence consumer behavior and support sales growth. A qualitative interpretive case study approach was employed. Data were collected through in-depth interviews with management, staff, visitors, and the general public, complemented by observation and analysis of digital content on Instagram and TikTok. The data were analyzed thematically to identify patterns of communication strategies across the AISAS stages. The findings reveal that digital marketing communication plays a significant role across all stages of AISAS. Attention is effectively generated through visually engaging content and influencer collaborations. Interest is developed by highlighting the destination's educational and recreational value for families. Search behavior is supported by responsive social media interaction despite the absence of an official website. Action is facilitated through accessible ticket purchasing and a variety of promotional offers, while Share is driven by user-generated content that amplifies organic promotion. Theoretically, this study contributes to the development of digital marketing communication in tourism by contextualizing the AISAS model within local destination marketing practices. Practically, it provides strategic insights for tourism managers to optimize digital platforms, enhance customer engagement, and strengthen competitiveness in an increasingly digital marketplace.
Optimizing Commenting Ethics on Social Media: “Efforts to Create a Positive Digital Environment" Eka Miftahul Jannah; Kukuh Rahmat Priono; Mei Aditya Pratiwi Saragih; Nurhasnaini; Agus Salim; Syafira Purba Kinanthi
Commsphere: Jurnal Mahasiswa Ilmu Komunikasi Vol. 2 No. II (2024): Commsphere
Publisher : Commsphere: Jurnal Ilmu Komunikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/commsphere.v2iII.1598

Abstract

As the use of social media platforms increases, unethical commenting often leads to conflict and creates a hostile atmosphere in cyberspace. Optimizing the ethics of commenting on social media is essential to creating a positive digital environment. This socialization activity aims to build a digital communication culture that is more civilized, respectful, and beneficial to all—creating a positive social media space where every comment is a reflection of wisdom and empathy as a user. The methods used are talk, games, and focus group discussions regarding the ethics of commenting on social media. This event was attended by 30 Dasawisma XVI mothers aged 30-40 years. This activity results in Dasawisma XVI mothers actively using social media to understand and continue to practice valuable things in their comments. This results from Mrs. Rini conveying messages and impressions as Chair of Dasawisma XVI. The Dasawisma XVI mothers can also properly sort through or use media and behave appropriately if there is a risk of encountering hoaxes or false news. Keywords: Social Media, Ethics, Comment, Digital Environment, Communication Culture
Co-Authors Agus Salim Dyaloka Puspita Ningrum Kukuh Rahmat Priono Mei Aditya Pratiwi Saragih Nurhasnaini Syafira Purba Kinanthi