Integrasi Strategi Pemasaran Konten Berbasis Web dan Instagram dalam Membangun Keintiman Pelanggan: Studi Kasus pada Wisatawan Generasi Z

Authors

Joko Rizkie Widokarti Universitas Terbuka
Shine Pintor Siolemba Patiro Universitas Terbuka
Donni Juni Priansa Universitas Telkom Bandung

DOI:

Abstract

This study aims to analyze web-based marketing mechanisms integrated with content marketing strategies and social media to enhance customer intimacy at the Gunung Puntang tourist destination. The research method uses an applied qualitative approach based on literature review, a designed web and Instagram platform, and three informants. The results illustrate the importance of integrating content customization (tailoring), informative coaching, and interactive partnerships, which have created an inclusive digital marketing ecosystem at Gunung Puntang. This research contributes to the discourse of smart tourism by demonstrating how digital marketing can be optimized to preserve and promote hybrid historical-natural destinations through enhancing customer intimacy. The study's conclusion illustrates that the integration of website-based content strategies and Instagram has proven effective in building customer intimacy among Generation Z tourists at Gunung Puntang.

Keywords: Content Marketing, Customer Intimacy, Mount Puntang.

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