DWI NUGROHO, RIDZWAN (2024) ANALISIS KONTEN PESONA INDONESIA DI MEDIA SOSIAL TIKTOK SEBAGAI MEDIA PEMASARAN PARIWISATA DI INDONESIA. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
RIDZWAN DWI NUGROHO_6662170041_Fulltext.pdf Restricted to Registered users only Download (6MB) |
|
Text
RIDZWAN DWI NUGROHO_6662170041_CP.pdf Restricted to Registered users only Download (10MB) |
|
Text
RIDZWAN DWI NUGROHO_6662170041_01.pdf Restricted to Registered users only Download (1MB) |
|
Text
RIDZWAN DWI NUGROHO_6662170041_02.pdf Restricted to Registered users only Download (307kB) |
|
Text
RIDZWAN DWI NUGROHO_6662170041_03.pdf Restricted to Registered users only Download (139kB) |
|
Text
RIDZWAN DWI NUGROHO_6662170041_04.pdf Restricted to Registered users only Download (3MB) |
|
Text
RIDZWAN DWI NUGROHO_6662170041_05.pdf Restricted to Registered users only Download (89kB) |
|
Text
RIDZWAN DWI NUGROHO_6662170041_Ref.pdf Restricted to Registered users only Download (109kB) |
|
Text
RIDZWAN DWI NUGROHO_6662170041_Lamp.pdf Restricted to Registered users only Download (340kB) |
Abstract
Video content with relevant components and themes is widely used by the tourism industry to build the image of tourism destinations as part of a promotional strategy to attract and influence potential tourists. Using the digital marketing platform through social media TikTok requires a visual strategy in creating video content so that it can attract attention and increase the attraction of potential tourists. One of the accounts that promotes tourism on the Tiktok platform is the @pesonaIndonesia account. This research aims to analyze the visual strategy of promotional video content for the TikTok account "Pesona Indonesia" in increasing the attractiveness of Indonesian tourism destinations through viral sounds using Ethan Zurkerman's three layers of social media analysis model. This research uses a qualitative approach with content analysis research methods and data collection techniques, namely documentation studies. The research results show that the @PesonaIndonesia account has very high engagement in reaching TikTok users on content that has been published from the period October - December 2023, reaching 122,791,300 reach/views from TikTok users and followers of the @PesonaIndonesia account. Apart from that, the use of 60 viral sounds @PesonaIndonesia got post engagement with a total of 9,654,623 with an engagement rate of 8.55%. These results show that the use of viral sound as a tourism promotion strategy is quite successful.
| Item Type: | Thesis (S1) | ||||||
|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||
| Additional Information: | Konten video dengan komponen dan tema-tema yang relevan banyak digunakan oleh industri pariwisata untuk membangun citra destinasi pariwisata sebagai bagian dari strategi promosi untuk menarik dan mempengaruhi calon wisatawan. Penggunaan platform pemasaran digital melalui media sosial TikTok memerlukan strategi visual dalam pembuatan konten video agar dapat menarik perhatian dan meningkatkan daya tarik calon wisatawan. Salah satu akun yang melakukan promosi pariwisata di platform Tiktok adalah akun @pesonaIndonesia. Penelitian ini bertujuan untuk menganalisis strategi visual konten video promosi akun TikTok “Pesona Indonesia” dalam meningkatkan daya tarik destinasi Pariwisata Indonesia melalui sound viral menggunakan model analisis three layers of social media dari Ethan Zurkerman. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian analisis isi dan teknik pengumpulan data yaitu studi dokumentasi. Hasil penelitian menunjukkan bahwa akun @PesonaIndonesia memiliki keterlibatan sangat tinggi dalam menjangkau pengguna TikTok pada konten-konten yang sudah dipublikasi dari periode bulan Oktober – Desember 2023 yaitu mencapai 122.791.300 reach/view dari pengguna TikTok dan pengikut akun @PesonaIndonesia. Selain itu penggunaan 60 sound viral @PesonaIndonesia mendapatkan engagement post dengan total 9.654.623 dengan engagement rate-nya 8,55%. Hasil tersebut menunjukkan penggunaan sound viral sebagai strategi promosi pariwisata cukup berhasil. | ||||||
| Uncontrolled Keywords: | Digital Marketing, Indonesian Tourism, Tiktok Social Media, Pesona Indonesia Pemasaran Digital, Pariwisata Indonesia, Sosial Media Tiktok, Pesona Indonesia | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
||||||
| Depositing User: | Ridzwan Dwi Nugroho | ||||||
| Date Deposited: | 10 Jun 2024 16:35 | ||||||
| Last Modified: | 10 Jun 2024 16:35 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/36065 |
Actions (login required)
 |
View Item |