STRATEGI PEMASARAN DIGITAL UMKM PARIWISATA BERBASIS IMC DAN AIDA: STUDI KASUS CV AJ PUTRA PERMANA
DOI:
https://doi.org/10.31539/w0x95w04Keywords:
pemasaran digital, UMKM pariwisata, media sosial, IMC, AIDAAbstract
Perubahan perilaku wisatawan yang semakin mengandalkan media digital menuntut UMKM pariwisata untuk mengembangkan strategi pemasaran yang efektif dan sesuai dengan keterbatasan sumber daya. Penelitian ini bertujuan menganalisis penerapan strategi pemasaran digital berbasis Integrated Marketing Communication (IMC) dan model AIDA pada CV AJ Putra Permana, serta mengkaji faktor pendukung, penghambat, dan dampaknya terhadap engagement, penjualan, dan loyalitas pelanggan. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam terhadap enam informan, observasi nonpartisipan, dan dokumentasi digital, kemudian dianalisis menggunakan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa strategi pemasaran digital berjalan secara adaptif dengan menjaga konsistensi pesan lintas platform media sosial dan alur komunikasi yang mengikuti tahapan AIDA secara operasional. Media sosial berfungsi membangun perhatian dan minat melalui konten visual, sementara WhatsApp menjadi media konversi dan pengelolaan hubungan pelanggan. Temuan ilmiah utama menunjukkan bahwa efektivitas strategi pemasaran digital UMKM pariwisata tidak ditentukan oleh kompleksitas teknologi, tetapi oleh keautentikan konten berbasis pengalaman nyata dan komunikasi personal yang responsif. Kebaruan penelitian ini terletak pada pembuktian empiris bahwa kombinasi konten autentik dan komunikasi personal mampu mengoptimalkan strategi pemasaran digital sederhana dan meningkatkan kinerja pemasaran UMKM pariwisata.
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