Strategi Proses Perencanaan Promosi di Media Digital

Abstract. Promotion through digital media has become an important strategy for the tourism industry in reaching a wide audience. Teejay Waterpark utilizes Instagram as the main platform for planning and delivering promotions to the public, with discount programs being the most prominent content and having high engagement rates. However, the digital promotion planning process is still rarely studied in depth. This study aims to analyze the promotion planning process through the Instagram account @teejaywaterpark using a qualitative method with a case study approach and New Media Theory. Data collection was carried out through interviews, observations, and documentation, while data analysis included reduction, presentation, and drawing conclusions. Research results show that promotional planning is carried out flexibly by taking into account the timing, promotional objectives, audience characteristics, and digital media trends. The promotion strategy is packaged through informative and persuasive visual and verbal messages to attract audience attention, and is aimed not only at increasing sales but also at strengthening interaction and awareness of the Teejay Waterpark brand on digital media. Abstrak. Promosi melalui media digital menjadi strategi penting bagi industri pariwisata dalam menjangkau audiens secara luas. Teejay Waterpark memanfaatkan Instagram sebagai media utama dalam merencanakan dan menyampaikan promosi kepada publik, dengan program diskon sebagai konten yang paling dominan dan memiliki tingkat interaksi tinggi. Namun, proses perencanaan promosi digital tersebut masih jarang dikaji secara mendalam. Penelitian ini bertujuan menganalisis proses perencanaan promosi melalui Instagram @teejaywaterpark menggunakan metode kualitatif dengan pendekatan studi kasus dan Teori New Media. Pengumpulan data dilakukan melalui wawancara, observasi, dan dokumentasi, sedangkan analisis data meliputi reduksi, penyajian, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa perencanaan promosi dilakukan secara fleksibel dengan mempertimbangkan momen, tujuan promosi, karakteristik audiens, dan tren media digital. Strategi promosi dikemas melalui pesan visual dan verbal yang informatif dan persuasif untuk menarik perhatian audiens, serta diarahkan tidak hanya pada peningkatan penjualan, tetapi juga pada penguatan interaksi dan kesadaran merek Teejay Waterpark di media digital.