Kusumo, Dewo Adji Suryo (2026) Pengelolaan Komunikasi Pemasaran Digital Berbasis Media Sosial Di Wisata Lembah Pendawa, Pandaan. (Social Media-Based Digital Marketing Communication Management at Lembah Pendawa Tourism, Pandaan). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to describe and analyze the management of social media based digital marketing implemented by Wisata Lembah Pendawa, Pandaan through its Instagram and TikTok accounts (@lembahpendawa) in increasing awareness, engagement, positive image, and tourists’ visiting decisions. This research is motivated by the rapid development of social media, which has been widely utilized as a digital marketing communication tool in the tourism sector. The study employs the Digital Marketing Communication theory to analyze how the tourism management utilizes social media in managing and implementing digital marketing communication strategies. This study uses a qualitative approach with a descriptive research design. Data were collected through in-depth interviews, observation, and documentation. The research informants consisted of the owner of Lembah Pendawa Tourism, Instagram and TikTok social media administrators, and visitors. Data were analyzed descriptively through data condensation, data display, and conclusion drawing to understand the implementation of social media-based digital marketing management by the tourism managers. The findings indicate that Wisata Lembah Pendawa has implemented Digital Marketing Communication components through Instagram and TikTok as its primary promotional platforms. Social media is utilized to disseminate tourism information and engage with audiences through comments, direct messages, and live streaming. Content is produced by following social media trends and incorporates viral audio, educational videos, profile videos, giveaways, and visitor testimonials. In addition, influencer marketing is conducted through collaborations with content creators and influencers to expand promotional reach. SEO is implemented through the use of relevant hashtags and keywords, while data analytics are utilized through insight features. Although SEM has not been optimally implemented, organic promotional strategies have successfully increased destination exposure, audience engagement, and tourists’ intention to visit.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Digital Marketing Communication, Instagram and TikTok, Tourism, Lembah Pendawa |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152200484 Dewo Adji Suryo Kusumo |
| Date Deposited: | 05 Nov 2026 02:30 |
| Last Modified: | 05 Nov 2026 02:30 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/46381 |
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