Strategi Digital Marketing di Lembah Ciater Resort Management By Sahid

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis strategi digital marketing yang diterapkan oleh Lembah Ciater Resort Management by Sahid dalam meningkatkan kunjungan wisatawan. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif dan teknik wawancara serta observasi langsung di lapangan. Hasil penelitian menunjukkan bahwa strategi digital marketing yang mencakup pemanfaatan media sosial, konten visual, serta promosi berbayar mampu meningkatkan brand awareness dan minat pengunjung. Kendala seperti keterbatasan anggaran promosi dan perubahan algoritma media sosial tetap menjadi tantangan yang harus diatasi. Penelitian ini memberikan kontribusi dalam perencanaan strategi pemasaran digital destinasi wisata berbasis lokal.

Kata Kunci: Digital marketing, Strategi Pemasaran, Pariwisata

Abstract

This study aims to analyze the digital marketing strategy implemented by the Management of Lembah Ciater Resort by Sahid in increasing tourist visits. The study uses a qualitative approach with descriptive methods and interview techniques and direct observation in the field. The results of the study indicate that digital marketing strategies that include the use of social media, visual content, and paid promotions can increase brand awareness and visitor interest. Constraints such as limited promotional budgets and changes in social media algorithms remain challenges that must be overcome. This study contributes to the planning of local-based tourism destination marketing strategies.

Keywords: Digital Marketing, Marketing Strategy, Tourism