| dc.contributor.advisor | Resmayasari, Ira | |
| dc.contributor.author | PRAMUDHITA, KHALISHA NABILA | |
| dc.date.accessioned | 2026-08-06T12:18:04Z | |
| dc.date.available | 2026-08-06T12:18:04Z | |
| dc.date.issued | 2026 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/177466 | |
| dc.description.abstract | Galeri Nasional Indonesia (GNI) memiliki peran sebagai jendela budaya Indonesia, namun pemanfaatan Instagram untuk menarik wisatawan mancanegara belum optimal. Penelitian ini bertujuan merumuskan strategi pemasaran Instagram melalui analisis kondisi eksisting akun, karakteristik wisatawan mancanegara, serta faktor internal dan eksternal menggunakan analisis SWOT. Metode yang digunakan adalah deskriptif dengan pendekatan kualitatif dan kuantitatif melalui wawancara, kuesioner, observasi, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa akun @galerinasional memiliki engagement rate yang tinggi, tetapi pemanfaatan konten masih didominasi Story, sementara Reel memiliki potensi jangkauan tertinggi. Analisis SWOT menempatkan GNI pada Kuadran I sehingga strategi yang direkomendasikan adalah Growth Oriented Strategy. Sebagai luaran penelitian, disusun Guide Book Strategi Pemasaran Instagram dan Daily Content Plan sebagai panduan implementasi strategi untuk mengoptimalkan Instagram dalam meningkatkan kunjungan wisatawan mancanegara. | |
| dc.description.abstract | The National Gallery of Indonesia (GNI) plays a strategic role as a gateway to Indonesia’s cultural heritage; however, its use of Instagram to attract international tourists has not been fully optimized. This study aims to develop an Instagram marketing strategy by analyzing the account’s current performance, the characteristics of international tourists, and internal and external factors using SWOT analysis. A descriptive study with qualitative and quantitative approaches was conducted through interviews, questionnaires, observations, and document analysis. The results show that although @galerinasional has a high engagement rate, its content is still dominated by Stories, while Reels generate the highest reach. The SWOT analysis places GNI in Quadrant I, indicating strong internal capabilities and significant external opportunities, with a Growth-Oriented Strategy as the recommended approach. The research outputs include an Instagram Marketing Strategy Guidebook and a Daily Content Plan to support the optimization of Instagram marketing and increase international tourist visits. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Optimalisasi Strategi Pemasaran Instagram @galerinasional dalam Meningkatkan Kunjungan Wisatawan Mancanegara ke Galeri Nasional Indonesia | id |
| dc.title.alternative | Optimizing the Instagram Marketing Strategy of @galerinasional in Attracting International Tourists to the National Gallery of Indonesia | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | Digital Marketing | id |
| dc.subject.keyword | International Tourist | id |
| dc.subject.keyword | Instagram | id |
| dc.subject.keyword | National Gallery of Indonesia | id |
| dc.subtype | Software | |
