Febriani, Marisa (2025) KONTEN PROMOSI THE NICE OCEAN VIEW ANYER. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This study aims to analyze the digital marketing strategies implemented by The Nice Ocean View Anyer to increase tourist visits. In the era of the industrial revolution 4.0, digital media has become the main tool for information dissemination, including in the tourism sector. The Nice Ocean View Anyer, an educational and family-friendly tourist destination in Serang Regency, Banten Province, actively utilizes social media particularly Instagram as its primary promotional medium. This research employs a qualitative descriptive method using the promotion mix theory by Kotler and Armstrong (2012), which includes five main elements: advertising, sales promotion, public relations, personal selling, and direct marketing. The results indicate that The Nice Ocean View Anyer actively engages in paid social media advertising, offers group discounts, conducts direct communication through social media administrators and on-site staff, and uses WhatsApp for direct marketing. However, improvements are still needed in public relations activities and content variation. Strengthening digital marketing strategies could significantly enhance tourist visits to The Nice Ocean View Anyer.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis strategi digital marketing yang diterapkan oleh The Nice Ocean View Anyer dalam meningkatkan jumlah kunjungan wisatawan. Di era revolusi industri 4.0, penggunaan media digital menjadi sarana utama dalam penyebaran informasi, termasuk pada sektor pariwisata. The Nice Ocean View Anyer sebagai salah satu destinasi wisata edukatif dan ramah keluarga di Kabupaten Serang, Provinsi Banten, aktif menggunakan media sosial khususnya Instagram sebagai media promosi utama. Penelitian ini menggunakan metode deskriptif kualitatif dengan teori promotion mix dari Kotler dan Armstrong (2012), yang mencakup lima elemen utama: advertising, sales promotion, public relations, personal selling, dan direct marketing. Hasil penelitian menunjukkan bahwa The Nice Ocean View Anyer secara aktif melakukan promosi berbayar melalui media sosial, memberikan potongan harga kelompok, berinteraksi langsung dengan calon pengunjung melalui admin dan petugas lapangan, serta menggunakan WhatsApp untuk pemasaran langsung. Namun demikian, aspek public relations dan variasi konten digital masih perlu dioptimalkan. Dengan penguatan strategi digital marketing, The Nice Ocean View Anyer berpotensi meningkatkan jumlah kunjungan wisatawan secara signifikan. | ||||||
| Uncontrolled Keywords: | Digital Marketing, Promotion Mix, Tourism, Social Media, The Nice Ocean View Anyer Digital Marketing, Promotion Mix, Pariwisata, Media Sosial, The Nice Ocean View Anyer. | ||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | marisa febriani caca | ||||||
| Date Deposited: | 19 Nov 2025 07:53 | ||||||
| Last Modified: | 19 Nov 2025 07:53 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56180 |
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