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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Communication Management
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282183     DOI : https://doi.org/10.29313/bcscm.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Communication Management (BCSCM) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Manajemen Komunikasi dengan ruang lingkup diantaranya adalah Awareness, Brand equity, Brand Image, Connecting Community Building, Content Creation, Content Sharing, Daya Tarik Iklan, Drama Televisi, Event, Gaya Hidup, Interior Display, Jingle, Kampanye, Keputusan Pembelian, Keterikatan Pelanggan, Komunikasi antar pribadi, Komunikasi Pemasaran, Konsep Diri, Kredibilitas Komunikator, Kualitas Pelayanan, Literasi Media, Loyalitas Konsumen Manajemen branding, Media Sosial, Minat Beli Konsumen, Online Review, Pemasaran Konten, Penjualan produk, Persepsi Budaya, Personal Branding, Promosi online, Sikap, Store Atmospheredan Layout, Tagline, Terpaan Media, Tindakan Membeli, Transportasi Online, Ujaran Kebencian, Website, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
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Hubungan Sosial Media Marketing dengan Brand Image Dago Dreampark Mohchamad Bilal Padilah; Anne Maryani
Bandung Conference Series: Communication Management 361 - 368
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.25962

Abstract

The development of social media has made social media marketing an important strategy in building the brand image of tourist destinations. This study aims to determine the relationship between social media marketing and the brand image of Dago Dreampark. The research method uses a quantitative approach with a survey method of visitors who follow the Dago Dreampark Instagram account. Social media marketing is measured through the dimensions of entertainment, interactivity, and word of mouth, while brand image is measured through strength, favorability, and uniqueness. Data analysis uses Pearson Product Moment correlation. The results show that social media marketing has a significant relationship with the brand image of Dago Dreampark. This finding emphasizes the importance of managing interesting and interactive social media content in building the brand image of tourist destinations.   Perkembangan media sosial menjadikan social media marketing sebagai strategi penting dalam membangun brand image destinasi wisata. Penelitian ini bertujuan untuk mengetahui hubungan social media marketing dengan brand image Dago Dreampark. Metode penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap pengunjung yang mengikuti akun Instagram Dago Dreampark. Social media marketing diukur melalui dimensi entertainment, interactivity, dan word of mouth, sedangkan brand image diukur melalui strength, favorability, dan uniqueness. Analisis data menggunakan korelasi Pearson Product Moment. Hasil penelitian menunjukkan bahwa social media marketing memiliki hubungan yang signifikan dengan brand image Dago Dreampark. Temuan ini menegaskan pentingnya pengelolaan konten media sosial yang menarik dan interaktif dalam membangun citra merek destinasi wisata.

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