Digital Marketing: Metode Utama Komunikasi Pemasaran Atraksi Wisata Badan Usaha Milik Desa (BUMDes) - Taufik R Talalu; Citra Fransisca Indah Lestari Dano Putri; Ibnuh Vanli Mokodompit (Universitas Darussalam Gontor collaboration with ISKI (Ikatan Sarjana Ilmu Komunikasi Indo, 2021)
Abstrak Unit usaha “Kolam Renang Nagara” yang dikelola BUMDes “Go Inovasi” dibangun pada tahun 2019 dan mulai beroperasi sejak pertengahan tahun 2020 di tengah wabah Covid-19. Pembangunan atraksi wisata di Desa Nagara diharapkan mampu membangkitkan ekonomi masyarakat sekitar. Promosi dibutuhkan agar “Kolam Renang Nagara” dapat dikenal luas dan dikunjungi wisatawan, sehingga kebangkitan ekonomi masyarakat bisa terwujud. Tujuan penelitian ini adalah mendeskripsikan corak promosi dan kendala yang dihadapi BUMDes “Go Inovasi”. Data primer yang dikumpulkan melalui wawancara dan data sekunder yang bersumber dari internet, dianalisis melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Digital marketing merupakan metode komunikasi pemasaran atraksi wisata. Kemudian, media sosial yang menjadi saluran promosi adalah Facebook dan Instagram, namun, promosi lebih aktif dilakukan melalui Facebook. Metode promosi dirumuskan dengan memperhatikan khalayak sasaran, tujuan, pesan, media, sumber pesan, dan biaya. Sedangkan masih terdapat keterbatasan akses jaringan internet, belum memadainya perlengkapan penunjang promosi, dan belum tersedianya sumber daya manusia yang menguasai promosi pariwisata merupakan kendala dalam penerapan digital marketing. Abstract “Kolam Renang Nagara” as a business unit managed by BUMDes “Go Inovasi” was established in 2019 and opened for the public in the middle of 2020 or in the midst of the covid-19 pandemic. The development of tourist attraction in Nagara Village is expected to grow community’s economic. In addition, promotion is required so that “Kolam Renang Nagara” can be known widely and attract many tourists so that it eventually grows the community’s economic. This current research aims to describe promotion pattern and obstacles encountered by BUMDes Go Inovasi. The data used are primary data collected through interview and secondary data obtained from internet. The data are then analyzed by using stages of data reduction, data display, and conclusion drawing. The research findings indicate that: 1) digital marketing is the marketing communication method used in this tourist attraction; 2) the social media used as promotion channel are Facebook and Instagram, however, Facebook is the one that is frequently used; 3) the promotion method is formulated by paying attention to target, goal, message, media, source of message, and cost; and 4) the limited internet network access, inadequate supporting equipment for promotion, and unavailability of human resources who master tourism promotion are obstacles in the application of digital marketing.