STRATEGI PEMANFAATAN MEDIA SOSIAL DALAM MENINGKATKAN BRAND IMAGE PANTAI GLORYMELUR

Abstract

Instagram is a social media used by the Glory Beach management to refer information and improve branding. The formulation of the problem of this research is how to use Glory Beach Instagram, and how to increase the Glory Beach brand image through Instagram. This research uses a descriptive qualitative research approach (descriptive research). The conclusions in this study indicate that the strategy for increasing the Brand Image of tourism places in the @GloryMelur account is carried out by implementing branding strategy steps which include determining the target market, determining existing competition, determining the point of difference (DOP). Categories of content posted by the @GloryMelur account include promos, posters, job vacancy information, events, holiday greetings, visitor activities and views. The implementation of the branding strategy carried out by the @GloryMelur account can be seen in the categories of posts uploaded. Determining the target market is more targeted by posting promos and events. Determination of competition can be seen through posting promos and events that are not carried out by other similar tourism accounts (comparison with the @vio-vio account), as well as points of difference (DOP) in posting @GloryMelur content, namely content about promos, posters, job vacancy info, events, holiday greetings. Keywords: brand image, media sosial, tourism, instagram