Ali, Thoriq Hasan and , Dr. Dian Purworini. S.Sos,.M.M (2025) Peran Akun Instagram Sebagai Media Pemasaran Pariwisata Dikabupaten Karanganyar Pada Akun Instagram (@karanganyar_masa_kini ). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Tourism promotion activities are increasingly carried out through social media, as it is considered more effective and efficient in today’s digital era. One such example is the role of the Instagram account @karanganyar_masa_kini as a medium for tourism marketing in Karanganyar Regency. This study aims to explore how the Instagram account @karanganyar_masa_kini functions as a tourism marketing tool in Karanganyar. Social media has now become an effective platform for delivering information quickly and broadly, including in the promotion of tourism. The account @karanganyar_masa_kini has the potential to attract public interest to visit various tourist destinations in Karanganyar, which are analyzed through three aspects: the technological layer, the content layer, and the social layer. The research method used is descriptive qualitative research with a constructivist paradigm. Data collection was conducted using both primary and secondary sources. Techniques used in data collection include semi-structured interviews, observation, and documentation. The research subjects include the admin of the Instagram account @karanganyar_masa_kini, local Village-Owned Enterprises (BUMDes), and the Karanganyar Tourism Office. Data validity was tested using data triangulation techniques, particularly source triangulation, to enhance the reliability of the obtained information. The data analysis technique employed is interactive analysis, conducted continuously from data collection to the presentation of research findings.The results show that the account @karanganyar_masa_kini plays a significant role in introducing tourist destinations, local culture, small businesses (UMKM), and community activities to a broad audience. Through the use of Instagram features such as feed, reels, stories, and live sessions, this account is able to create engaging, informative, and interactive visual communication. Beyond disseminating information, it also builds a social network among tourism managers, the local community, and government institutions. The Instagram account @karanganyar_masa_kini has proven effective as a digital marketing medium that enhances the appeal of Karanganyar’s tourism, strengthens regional identity, and contributes positively to the social and economic development of the community. Social media, when managed consistently and collaboratively, can serve as a sustainable, community-based tourism promotion platform in the digital age.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | @karanganyar_masa_kini, instagram, Tourism, Communicative Ecology Theory |
| Subjects: | H Social Sciences > HE Communications H Social Sciences > HE Communications > Social Media H Social Sciences > HE Communications > Social Media > Instagram |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | THORIQ HASAN ALI |
| Date Deposited: | 04 Nov 2025 01:42 |
| Last Modified: | 04 Nov 2025 01:51 |
| URI: | http://eprints.ums.ac.id/id/eprint/139123 |
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