Analisis Digital Marketing dalam Menarik Minat Berkunjung Followers Instagram @lovesuroboyo. (Digital Marketing Analysis in Attracting Instagram Followers to Visit @lovesuroboyo).

Jannah, Imanda Berlian Nur (2025) Analisis Digital Marketing dalam Menarik Minat Berkunjung Followers Instagram @lovesuroboyo. (Digital Marketing Analysis in Attracting Instagram Followers to Visit @lovesuroboyo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research examines the effectiveness of digital marketing strategies used by the Instagram account @lovesuroboyo in attracting visitors to Surabaya. Using a qualitative research method with a descriptive approach, the study employs library research, observation, and documentation as data collection techniques. The aim of this study is to analyze digital marketing in attracting the interest of Instagram followers to visit @lovesuroboyo. The research focuses on analyzing digital marketing based on Simon Anholt's (2007) theory. Data collection techniques include library research, observation, and documentation. Data analysis techniques consist of data reduction, data presentation, and conclusion drawing. Primary data was collected from the @lovesuroboyo Instagram account, while secondary data was sourced from books, journals, articles, and literature studies relevant to the research topic. The findings of this study reveal the following: (1) Presence indicator: digital marketing analysis of posts such as the Rujak Uleg Festival and Beach Festival. (2) Place indicator: analysis of Surabaya's digital marketing using symbols like "Sura" and "Baya," the Heroes Monument, and the Old Town of Surabaya. (3) Potential indicator: analysis of posts about the Tjap Toenjoengan Night Market and Night at the Museum. (4) People indicator: analysis of posts about Tjangkroengan Djoeang, Ludruk performances, and Kya-Kya Agustusan. (5) Pulse indicator: digital marketing analysis of posts about Tunjungan Street and Kalimas Boat Tours. (6) Prerequisite indicator: analysis of posts about SSCT buses and Suroboyo Bus. Therefore, it is expected that these posts can attract followers' attention and increase visits to the promoted destinations.

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