Analisis Strategi Komunikasi Pemasaran Digital Objek Wisata Air Kalimalang Melalui Instagram @tirtakalimalang

Saharani, Nadila Putri (2026) Analisis Strategi Komunikasi Pemasaran Digital Objek Wisata Air Kalimalang Melalui Instagram @tirtakalimalang. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.

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Abstract

The rapid development of social media has transformed digital marketing
communication strategies in the tourism sector, prompting Tirta Kalimalang Water
Tourism in Bekasi City to utilize the Instagram account @tirtakalimalang as its primary
platform to build brand awareness and introduce the destination, which is still under
development. This study aims to analyze the digital marketing communication strategy
implemented through the Instagram account @tirtakalimalang based on the social media
Marketing theory proposed by Tuten and Solomon (2023). This research employed a
qualitative case study approach, involving the Head of Management of PT Miju Dharma
Angkasa, the Head of the Instagram Management Team of @tirtakalimalang, and two
Instagram followers as informants. Data were collected through in-depth interviews, non
participant observation, and documentation, and were analyzed using the Miles,
Huberman, and Saldaña data analysis model. The findings indicate that Instagram has
been effectively utilized to disseminate information regarding the development of the
tourism area, facilities, activities, and tourism potential through various content formats
while fostering two-way communication with the public. This study concludes that the
digital marketing communication strategy implemented through Instagram has played an
important role in introducing Tirta Kalimalang as a new water tourism destination in
Bekasi City. However, further improvements are needed through the development of more
interactive content and consistent content publication.

Item Type:	Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1))
Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi:	Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Saepudin, Saepudin 0412058306
Keywords / Kata Kunci:	Strategi komunikasi pemasaran digital, social media marketing, Instagram, Tirta Kalimalang, pariwisata.
Subjects:	Pariwisata Ilmu Komunikasi
Faculty:	Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1
Depositing User:	Nadila Putri Saharani
Date Deposited:	17 Sep 2026 08:37
Last Modified:	17 Sep 2026 08:37
URI:	http://repository.umindonesia.ac.id/id/eprint/10956

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