Startegi Komunikasi Pemasaran Digital Pokdarwis Panyuran dalam Membangun Brand Destination Wisata Pantai kelapa Tuban melalui Instagram. (The Digital Marketing Communication Strategy of Pokdarwis Panyuran Tuban in Developing the Brand Destination of Pantai Kelapa Tuban Through Instagram).

Nugroho, Rendy Prastyo (2026) Startegi Komunikasi Pemasaran Digital Pokdarwis Panyuran dalam Membangun Brand Destination Wisata Pantai kelapa Tuban melalui Instagram. (The Digital Marketing Communication Strategy of Pokdarwis Panyuran Tuban in Developing the Brand Destination of Pantai Kelapa Tuban Through Instagram). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study examines the digital marketing communication strategy implemented by Pokdarwis Panyuran in building the destination brand of Pantai Kelapa Tuban through Instagram. The study was motivated by the condition of the Instagram account @wisatapantaikelapa, which has a relatively large number of followers but still demonstrates a low engagement rate, indicating that the potential of social media as a promotional and branding tool has not been fully optimized. This research employed a descriptive qualitative approach using the Integrated Marketing Communication (IMC) theory as its analytical framework. Data were collected through observation, in-depth interviews, and documentation. The findings reveal that Pokdarwis Panyuran has integrated various IMC elements, including the use of visual content such as Instagram reels, feeds, and stories, consistent hashtag utilization, collaboration with local influencers, dissemination of promotional information, and direct interaction with audiences. These activities aim to position Pantai Kelapa as a comfortable, affordable, and educational family tourism destination. Instagram functions not only as a promotional medium but also as a platform for building destination identity and image. Consistent messaging has increased public awareness of Pantai Kelapa Tuban. However, audience engagement remains a challenge, as the large follower base has not been accompanied by high levels of interaction. Therefore, more interactive strategies are needed to strengthen relationships with audiences. Overall, this study confirms the important role of digital marketing communication through Instagram in building the destination brand of Pantai Kelapa Tuban.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Digital Marketing Communication, Instagram, Integrated Marketing Communication (IMC), Destination Branding, Pantai Kelapa Tuban
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi
Depositing User:	1152200383 RENDY PRASTYO NUGROHO
Date Deposited:	12 Nov 2026 04:12
Last Modified:	12 Nov 2026 04:12
URI:	http://repository.untag-sby.ac.id/id/eprint/47492

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