Strategi Pemasaran Media Sosial Destinasi Pariwisata Menggunakan Pendekatan SOSTAC Studi Kasus Pada Akun Media Sosial Dinas Kebudayaan dan Pariwisata Kab. Lebak, Banten
Main Article Content
Abstract
This study aims to optimize the social media performance of the Lebak Regency Culture and Tourism Office through the preparation of a social media marketing strategic plan. The research method uses an exploratory method with a qualitative approach. The data were obtained by conducting interviews with key informants, major informants and supporting informants using criterion sampling technique. Observations, document reviews, and literature studies were also carried out to confirm the validity of the data by triangulation. Data were analyzed using analytical techniques in accordance with the stages of social media marketing planning using the SOSTAC approach with SWOT analysis and social media analysis tools, namely Hootsuit, Socialblade, Facebook Analytic, Instagram Insight, and Youtube Studio (Youtube Analytic). This study produced 15 strategies, 21 tactics, and 24 action plans for social media marketing strategic plan.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Ashley, C., & Tuten, T. (2014). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27. doi:10.1002/mar.20761
Barker, M., Barker, D., Bormann, N. & Neher, K. (2008). Social media marketing: A strategic approach. South-Western Cengage Learning. Mason.
Bupati Lebak. (2016). Peraturan Daerah Kabupaten Lebak Nomor 1 Tahun 2016 Tentang Rencana Induk Pembangunan Kepariwisataan Daerah Tahun 2016-2031. Lebak: Bupati Lebak.
Bupati Lebak. (2020). Keputusan Bupati Lebak No. 905/Kep.350-Pemb/2019 tentang Standar Satuan Harga Belanja Daerah Kabupaten Lebak Tahun Anggaran 2020. Lebak: Bupati Lebak.
Bupati Lebak. (2020). Peraturan Bupati Lebak No. 112 Tahun 2020 tentang Kedudukan, Susunan Organisasi dan Fungsi Tata Kerja Dinas Kebudayaan dan Pariwisata Kab. Lebak. Lebak: Bupati Lebak.
Bupati Lebak. (2020). Peraturan Bupati Lebak No. 97 Tahun 2020 tentang Tata Cara Penetapan dan Pengelolaan Destinasi Wisata Unggulan. Lebak: Bupati Lebak.
Chaffey, D. (2013). Emarketing Excellence Planning and optimizing your digital marketing. 4th edition. Routledge.
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.
CNBC Indonesia. (2020). Di Tengah Pandemi, Penggunaan Teknologi Meningkat Pesat. Diambil dari https://www.cnbcindonesia.com/tech/20200723190647-37-175009/di-tengah-pandemi-penggunaan-teknologi-meningkat-pesat
Dyson, Robert G. (2004). Strategic development and SWOT analysis at the University of Warwick, European Journal of Operational Research, 152(3), 631-640.
Farook, F. S., & Abeysekara, N. (2016). Influence of social media marketing on customer engagement. International Journal of Business and Management Invention, 5(12), 115-125.
Heikkinen, S. (2015). Social Media Marketing. Lahti University of Applied Sciences.
Hidayah, Nurdin (2019). Pemasaran Destinasi Pariwisata. Alfabeta.
Hill, T. & Westbrook, R. (1997) SWOT Analysis It's Time for a Product Recal. Long Range Planning, 30, 46-52.
Horowitz, A. (2015). a16z Go-To-Market Boot Camp. https://www.slideshare.net/a16z/go-to-market-bootcamp-for-startups
Kemp, Simon. (2021). Digital 2021: Indonesia. Diambil dari https://datareportal.com/reports/digital-2021-indonesia?rq=indonesia
Lua, Alfred (2017). https://buffer.com/resources/
Menteri Pendayagunaan Aparatur Negara dan Reformasi Birokrasi Republik Indonesia. (2012). Peraturan Menteri Pendayagunaan Aparatur Negara dan Reformasi Birokrasi Republik Indonesia Nomor 83 Tahun 2012 Tentang Pedoman Pemanfaatan Media Sosial Instansi Pemerintah. Jakarta: Menteri Pendayagunaan Aparatur Negara dan Reformasi Birokrasi Republik Indonesia.
Moriansyah, L. (2015). PEMASARAN MELALUI MEDIA SOSIAL: ANTECEDENTS DAN CONSEQUENCES SOCIAL MEDIA MARKETING: ANTECEDENTS AND CONSEQUENCES. Jurnal Penelitian Komunikasi dan Opini Publik Vol, 19(3), 187-196.
Presiden Republik Indonesia. (2016). Undang-Undang Republik Indonesia Nomor 19 Tahun 2016 Tentang Perubahan Atas Undang-Undang Republik Indonesia Nomor 11 Tahun 2008 Tentang Informasi Dan Transaksi Elektronik. Jakarta: Presiden Republik Indonesia.
Saputra, A. (2019). Survei Penggunaan Media Sosial Di Kalangan Mahasiswa Kota Padang Menggunakan Teori Uses and Gratifications. Baca: Jurnal Dokumentasi Dan Informasi, 40(2), 207-216.
Sehl, Keith. (2020). 8 of the Most Important Instagram Trends to Watch Right Now. Diambil dari https://blog.hootsuite.com/Instagram-trends/
Singh, Shiv & Stephanie Diamond (2015). Social media marketing for dummies 3rd edition. Wiley
Sopian, T., Nurdin H., Aziz M.N.F., Feby N.I., Flavia D.F., Inggit S.P., M. Hafidz A., Salma N.M. (2021) Tingkat Brand Awareness Lebak Unique sebagai Merek Destinasi Pariwisata Kabupaten Lebak, Provinsi Banten. Jurusan Kepariwisataan, Sekolah Tinggi Pariwisata Bandung
Trirahayu, A. A., & Putri, B. P. S. (2019). Pengaruh Media Sosial Instagram@ Amazingtasikmalaya Terhadap Minat Berkunjung Followers Ke Objek Wisata Tasikmalaya. eProceedings of Management, 6(2).
Tuten, T. L. (2020). Social media marketing. Sage.
Yanti, D. (2019). Analisis Strategi Pengembangan Digital Tourism Sebagai Promosi Pariwisata di Toba Samosir. Jurnal Darma Agung, 27(1), 814-821.
Ying, Y. (2010). SWOT-TOPSIS integration method for strategic decision. In International Conference on E-Business and E-Government, 1575–1578. IEEE. doi:10.1109/ICEE.2010.399.