KAJIAN PROMOSI MEDIA SOSIAL INSTAGRAM DI RUMAH BUNDA RESORT BOGOR

Abstract

Promotion through social media has become a crucial marketing strategy for
the hospitality industry, including Rumah Bunda Resort Bogor. Instagram, as
a visual-based platform, plays a significant role in attracting potential
customers through engaging and interactive content. This study aims to
analyze the Instagram promotion strategies implemented by Rumah Bunda
Resort Bogor and their effectiveness in increasing audience engagement.
This research employs a qualitative method with a purposive sampling
technique. Data were collected through observations, interviews with the
marketing team and social media administrators, as well as content analysis
of the @rumah.bunda.resort Instagram account. Data analysis was
conducted using the interactive model of Miles and Huberman and the
Circular Model of SoMe approach. The results show that the visual
communication strategy applied by Rumah Bunda Resort Bogor is quite
effective in building brand identity and capturing audience attention.
Consistency in using visual elements such as color, typography, and visual
storytelling contributes to the appeal of the content. However, customer
engagement still needs to be improved through more interactive strategies
such as polls, giveaways, and collaborations with influencers. Based on these
findings, it is recommended that Rumah Bunda Resort Bogor further utilize
Instagram features such as Reels, Stories, and Live Sessions while increasing
the frequency of posts consistently. Additionally, collaborating with influencers
can be an additional strategy to expand market reach and enhance the resort's
attractiveness.