Komunikasi Pemasaran Pesona Indonesia dalam Membangun Citra Pariwisata Indonesia Melalui TikTok

Amos Michael Ivano Paskalino Solossa; Nurannafi Farni Syam Maella; Zulaikha Zulaikha

doi:10.31004/innovative.v5i4.20758

Authors

Amos Michael Ivano Paskalino Solossa Universitas Dr Soetomo
Nurannafi Farni Syam Maella Universitas Dr Soetomo
Zulaikha Universitas Dr Soetomo

DOI:

https://doi.org/10.31004/innovative.v5i4.20758

Keywords:

TikTok, Komunikasi Pemasaran, Pariwisata Indonesia, Marketing Komunikasi Mix, Citra Digital

Abstract

Media sosial telah mengubah cara institusi mempromosikan citra dan layanan, termasuk dalam industri pariwisata. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran yang diterapkan oleh akun TikTok @pesonaindonesia dalam membangun citra pariwisata Indonesia. Dengan menggunakan metode kualitatif dan pendekatan analisis isi berdasarkan konsep Marketing Communication Mix (Kotler), peneliti mengamati lima konten video terpopuler berdasarkan jumlah penonton, likes, dan komentar. Hasil penelitian menunjukkan bahwa strategi komunikasi yang paling dominan dalam konten-konten tersebut adalah advertising, public relations, dan word of mouth. Ketiga elemen ini dimanfaatkan untuk menciptakan narasi visual yang kuat, menyampaikan pesan sosial, serta membangun interaksi dua arah yang bersifat partisipatif dan humoris. Audiens tidak hanya menjadi penonton pasif, tetapi juga turut membentuk makna melalui komentar dan tren. Penelitian ini menyimpulkan bahwa TikTok dapat menjadi kanal strategis dalam komunikasi pemasaran pariwisata yang efektif, khususnya dalam menjangkau generasi muda dan membentuk citra digital destinasi wisata Indonesia secara lebih imersif dan emosional.

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