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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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Search results for , issue "719 - 726" : 1 Documents clear
Strategi Komunikasi Pemasaran Digital melalui Instagram Syamsul Megantara; Dadan Mulyana
Bandung Conference Series: Communication Management 719 - 726
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.24967

Abstract

This study aims to analyze in depth the digital marketing communication strategies implemented by Dusun Bambu Family Leisure Park through the Instagram account @dusunbambu in increasing tourists’ intention to visit. This research employs a qualitative method with a case study approach, focusing on the process of designing, delivering, and interpreting digital messages through visual and narrative content on Instagram. Data collection is planned to be conducted through in-depth interviews with social media managers and the marketing team of Dusun Bambu, observation of Instagram content, and documentation related to promotional activities and audience interactions. This study will examine how digital marketing communication strategies are developed through the use of visual content, captions, and Instagram features in building destination image and attracting audience attention. In addition, this research will also analyze the application of the AISAS model (Attention, Interest, Search, Action, Share) in the context of digital marketing communication, as well as the role of social media in shaping perceptions and influencing tourists’ intention to visit.   Penelitian ini bertujuan untuk menganalisis secara mendalam strategi komunikasi pemasaran digital yang diterapkan oleh Dusun Bambu Family Leisure Park melalui media sosial Instagram @dusunbambu dalam upaya meningkatkan minat berkunjung wisatawan. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus, yang berfokus pada proses perancangan, penyampaian, dan pemaknaan pesan-pesan digital melalui konten visual dan naratif di Instagram. Pengumpulan data direncanakan dilakukan melalui wawancara mendalam dengan pengelola media sosial dan tim pemasaran Dusun Bambu, observasi terhadap konten Instagram, serta dokumentasi digital yang berkaitan dengan aktivitas promosi dan interaksi audiens. Penelitian ini akan mengkaji bagaimana strategi komunikasi pemasaran digital disusun melalui pemanfaatan konten visual, caption, serta fitur-fitur Instagram dalam membangun citra destinasi dan menarik perhatian audiens. Selain itu, penelitian ini juga akan menganalisis penerapan model AISAS (Attention, Interest, Search, Action, Share) dalam konteks komunikasi pemasaran digital, serta bagaimana media sosial berperan dalam membentuk persepsi dan minat berkunjung wisatawan.

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