Strategi Pengembangan Promosi Berbasis Digital Studi Kasus : Curug Cijalu, Kab. Subang

Authors

  • Jenal Abidin Universitas Negeri Jakarta
  • Rizqy Faza Faqiha Universitas Negeri Jakarta
  • Muhammad Ridho Ilahi Universitas Negeri Jakarta
  • Annisa Damayanti Universitas Negeri Jakarta

DOI:

https://doi.org/10.56910/gemawisata.v21i2.697

Keywords:

Curug Cijalu, Digital promotion, Rural tourism, Social media

Abstract

The research activities carried out in Cipancar Village, Subang Regency, West Java focused on efforts to develop the local tourism sector through digital promotion strategies. One of the leading destinations in the village is Curug Cijalu, a natural waterfall that has great potential but is still minimal in terms of digital exposure. This study aims to design a social media-based promotion strategy, especially TikTok, Instagram, and YouTube, to increase the attractiveness and reach of tourists to Curug Cijalu. The methods used include field observation, interviews with local stakeholders, and creative content production tailored to the characteristics of each digital platform. The results of the implementation show that an attractively packaged visual approach can increase audience interaction, expand the reach of promotion, and build a positive image of the destination. In addition, the use of social media also plays a role in encouraging local community participation and the development of digital literacy. Therefore, social media has proven to be an effective tool in supporting the promotion of sustainable tourism in rural areas.

 

References

Abdul Rauf, et al. (2016). Digital marketing digital marketing. http://www.karyailmiah.trisakti.ac.id/uploads/kilmiah/dosen/2_E-BOOK_DIGITAL_MARKETING.pdf#page=7

Adlini, M. N., Dinda, A. H., Yulinda, S., Chotimah, O., & Merliyana, S. J. (2022). Metode penelitian kualitatif studi pustaka. Edumaspul: Jurnal Pendidikan, 6(1), 974–980. https://doi.org/10.33487/edumaspul.v6i1.3394

Alfia Prastiana, L., Erfinda, Y., & Nurhidayati, H. (2023). The effectiveness of Instagram account @fwidayantogallery in attracting tourist visits to F. Widayanto Ceramic House using the AIDA model approach. Journal of Digital Marketing and Communication, 3(1), 12–18. https://doi.org/10.53623/jdmc.v3i1.215

Alia, P. A., Cahyono, W. A., Shodikin, M., & Meisyarani, J. S. (2024). Evaluating effective social media marketing with artificial intelligence using the AIDA model approach. International Journal of Business Research and Management, 5(4), 325–330.

Faiza, N. (2024). Digital marketing strategy to increase the attractiveness of tourism destinations in the digital age. Journal of Tourisma, 1(1), 15–20.

Fitriani, P. A., Anggraeni, S. P., Mauludina, M., & Laksana, A. (2024). Strategi komunikasi dalam berjualan di era digital. Proceedings Seminar Nasional, 262–270.

Fitriani, Y. (2021). Pemanfaatan media sosial sebagai media penyajian konten edukasi atau pembelajaran digital. Journal of Information System, Applied, Management, Accounting and Research, 5(4), 1006–1013. https://doi.org/10.52362/jisamar.v5i4.609

Kase, A. D., Sukiatni, D. S., & Kusumandari, R. (2023). Resiliensi remaja korban kekerasan seksual di Kabupaten Timor Tengah Selatan: Analisis model Miles dan Huberman. INNER: Journal of Psychological Research, 3(2), 301–311.

Lestari, R., & Elwisam, E. (2021). Strategi pemanfaatan media sosial dan harga online terhadap peningkatan omzet penjualan UMKM di masa pandemi Covid-19 (Masakan Rumahan Sekitar Tangerang Selatan). Jurnal Doktor Manajemen (JDM), 4(2), 126. https://doi.org/10.22441/jdm.v4i2.12247

Oka, I. M. D., Darmayanti, P. W., Winia, I. N., & Pugra, I. W. (2024). The implementation of digital marketing in promoting Jatiluwih tourist village. Jurnal Kepariwisataan, 23(1), 48–60. https://doi.org/10.52352/jpar.v23i1.1182

Pendit, I. G. (2002, dalam Susiyati, 2018). Strategi pengembangan pariwisata budaya: Studi kasus kawasan Pecinan Lasem, Kampung Lawas Maspati, Desa Selumbung. Jurnal Kajian Ruang, 1(2), 89–109. http://jurnal.unissula.ac.id/index.php/kr

Prasetyo Nugroho, B., & Samatan, N. (2021). Strategi komunikasi pemasaran toko @Xstyle.id pada masa pandemi Covid-19. Jurnal PIKMA: Publikasi Ilmu Komunikasi Media dan Cinema, 4(1), 40–48. https://doi.org/10.24076/pikma.v4i1.595

Razak, I. (2024). Content marketing strategy in increasing consumer interaction on social media. Journal of Data Science, 2(1), 14–21. https://doi.org/10.54209/Science.v2i01

Sukaemi, L. H., Muharam, I. S., & Kamilah, H. F. (2023). Copywriting for teenagers’ personal branding on social media. Dinamisia: Jurnal Pengabdian Kepada Masyarakat, 7(2), 533–541. https://doi.org/10.31849/dinamisia.v7i2.13849

Tazi Cherti, A. (2024). The influence of digital marketing on business performance. Journal of Business and Economics, 2(10), 241–265. https://doi.org/10.4018/979-8-3693-3172-9.ch012

The intersection of social media, influencer attributes, and travel intentions: A review of research trends. (2025). Journal of Tourism Technology, 10, 90–109.

UNWTO. (2023). International tourism recovered 63% of pre-pandemic levels in 2022, with Europe and Middle East in the lead. World Tourism Barometer, 21(1), 1–6. https://www.unwto.org/market-intelligence

Waluyo, T. (2023). Digital marketing communication strategy in the post-pandemic of the Indonesian tourism. JPPI (Jurnal Penelitian Pendidikan Indonesia), 9(4), 178. https://doi.org/10.29210/020232226

We Are Social. (2024). Digital 2024: Indonesia overview report. https://n9.cl/5udw2

Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31, 179–188.

Downloads

Published

2025-05-30

How to Cite

Jenal Abidin, Rizqy Faza Faqiha, Muhammad Ridho Ilahi, & Annisa Damayanti. (2025). Strategi Pengembangan Promosi Berbasis Digital Studi Kasus : Curug Cijalu, Kab. Subang. Gemawisata: Jurnal Ilmiah Pariwisata, 21(2), 304–320. https://doi.org/10.56910/gemawisata.v21i2.697

Similar Articles

1 2 3 4 5 6 7 > >> 

You may also start an advanced similarity search for this article.