Pengembangan Media Promosi Instagram Desa Wisata Ciderum Kecamatan Caringin Kabupaten Bogor Jawa Barat

Abstract

Desa Wisata Ciderum merupakan destinasi wisata berbasis alam, budaya, dan lingkungan yang berpotensi dikembangkan melalui promosi digital. Penelitian ini bertujuan mengidentifikasi daya tarik wisata, menganalisis efektivitas Instagram sebagai media promosi, merancang content plan Instagram dan brosur berdasarkan persepsi dan preferensi pengunjung, serta mengevaluasi hasil rancangan content plan. Penelitian dilaksanakan pada 20 Januari sampai 30 April 2026, dengan menggunakan metode deskriptif kuantitatif dan kualitatif. Data diperoleh melalui observasi, wawancara, dan kuesioner kepada 100 responden menggunakan rumus Slovin dengan margin of error 10%, serta 30 responden untuk evaluasi rancangan content plan. Efektivitas Instagram dianalisis menggunakan model Awareness, Trial, dan Reinforcement (ATR). Hasil penelitian menunjukkan bahwa Desa Wisata Ciderum memiliki tujuh daya tarik alam, tiga daya tarik budaya, dan satu daya tarik buatan. Aspek awareness dan reinforcement termasuk kategori efektif, sedangkan trial cukup efektif. Penelitian menghasilkan content plan Instagram selama tiga bulan dalam bentuk reels, carousel, story dan brosur promosi. Evaluasi menunjukkan bahwa content plan yang diimplementasikan meningkatkan efektivitas Instagram sehingga mendukung promosi Desa Wisata Ciderum secara lebih efektif.

Ciderum Tourism Village is a nature, culture, and environment based tourism destination with the potential to be developed through digital promotion. This study aimed to identify tourism attractions, analyze the effectiveness of Instagram as a promotional medium, design an Instagram content plan and brochure based on visitors perceptions and preferences, and evaluate the implemented content plan. The study was conducted from January 20 to April 30, 2026, using descriptive quantitative and qualitative methods. Data were collected through observation, interviews, and questionnaires administered to 100 respondents selected using the Slovin formula with a 10% margin of error and 30 respondents for content plan evaluation. Instagram effectiveness was analyzed using the Awareness, Trial, and Reinforcement (ATR) model. The results identified seven natural attractions, three cultural attractions, and one man made attraction. The study produced a three month Instagram content plan, promotional brochure, and demonstrated that the implemented content plan improved Instagram effectiveness in supporting the promotion of Ciderum Tourism Village.