Perancangan Strategi Digital Marketing Communication pada Instagram dan TikTok Agrowisata Desa Sukaresmi
DOI:
https://doi.org/10.31980/jvmxjg49Keywords:
Agrowisata, Digital marketing communication, Model AIDA, Promosi digitalAbstract
Article History
Received: 19 Mei 2026, Accepted: 5 Juni 2026, Published: 15 Juni 2026
Abstrak
Perkembangan teknologi informasi dan media sosial mendorong perubahan strategi dalam komunikasi pemasaran, termasuk pada sektor pariwisata. Agrowisata Desa Sukaresmi memiliki potensi wisata yang beragam, namun belum didukung oleh strategi promosi digital yang terarah. Proyek ini bertujuan untuk merancang strategi digital marketing communication pada Agrowisata Desa Sukaresmi melalui platform Instagram dan TikTok dengan menggunakan model AIDA (attention, interest, desire, action). Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan Teknik pengumpulan data berupa wawancara, observasi, dan analisis dokumen. Wawancara dilakukan dengan pengelola Agrowisata Desa Sukaresmi untuk memperoleh informasi mengenai kondisi pemasaran digital yang sedang berjalan. Analisis yang dilakukan meliputi analisis target audiens, customer insight, kompetitor, SWOT, platform, keyword, content direction, serta objective dan KPI (key performance indicator). Hasil menunjukkan bahwa penerapan strategi digital marketing communication berbasis model AIDA dapat membantu meningkatkan efektivitas komunikasi pemasaran digital melalui penentuan target audiens dengan lebih spesifik, penyusunan positioning, dan pengukuran performa berdasarkan indikator digital. Strategi ini diharapkan dapat meningkatkan visibilitas Agrowisata Desa Sukaresmi serta mendukung pengembangan promosi wisata berbasis digital secara lebih terarah dan berkelanjutan
Kata Kunci: Agrowisata; Digital Marketing Communication; Model AIDA; Promosi Digital
Abstract
The development of digital technology and social media has encouraged changes in marketing communication strategies, including in the tourism sector. Sukaresmi Agrotourism Village has various tourism potentials, however it has not been supported by a well directed and optimal digital promotion strategy. This project aims to design a digital marketing communication strategy for Sukaresmi Agrotourism through Instagram and TikTok platforms using the AIDA model (attention, interest, desire, action). The research employed a descriptive qualitative approach with data collection techniques consisting of interviews, observations, and document analysis. Interview were conducted with the manager of Sukaresmi Agrotourism to obtain information regarding the current digital marketing conditions. The analyses carried out included target audience analysis, customer insight, competitor analysis, SWOT analysis, platform analysis, keyword analysis, content direction, as well as objective and KPI analysis. The results show that the implementation of an AIDA based digital marketing communication strategy can improve the effectiveness of digital marketing communication through more specific audience targeting, positioning development, and performance measurement based on digital indicators. This strategy is expected to increase the visibility of Sukaresmi Agrotourism and support the development of more directed and sustainable digital tourism promotion.
Keyword: AIDA Model; Agrotourism; Digital Marketing Communication; Digital Promotion
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