Strategi Pemasaran Digital Jatinangor National Park Melalui Media Sosial Instagram @Janspark.official

Abstract

This study aims to see how the digital marketing communication strategy used by Jatinangor National Park on Instagram social media. This research uses qualitative methods as the type of research used, including in terms of data collection carried out by means of observation, interviews, and literature or literature studies. The results of the study are based on data that has been processed and analyzed using the AISAS Model Marketing Communication Theory on the Jatinangor National Park digital marketing strategy through Instagram social media, which has several strategies including Attention, Interest, Search, Action, and Sharing. Based on the results of the study, researchers found that the use of Instagram social media is recognized as more effective at bringing in visitors than other social media. The main thing is to create authentic and interesting content for followers (pengikut?, thereby increasing their trust. In addition to promoting through digital marketing, Jatinangor National Park also uses an individual sales marketing strategy (Personal Selling), makes individual sales through messages on Instagram and also travel parties are able to increase sales and brand or product recognition.