Analysis Of Digital Marketing Implementation In Increasing Brand Awareness And Sales: A Case Study Of Pertiwi Village

Analisis Implementasi Pemasaran Digital dalam Meningkatkan Kesadaran Merek dan Penjualan: Studi Kasus Desa Pertiwi

Abstrak

Abstract: The development of digital technology has transformed consumer behavior in the tourism industry, eliminating the need for tourism service providers to adopt more modern marketing strategies.

Objective : This study aims to analyze the implementation of digital marketing at Pertiwi Village in Cisarua, Bogor, and its impact on increasing brand awareness and sales.

Methodology : The method used was a descriptive qualitative case study approach. Primary data was obtained through in-depth interviews with the owner, management, digital marketing team, and consumers, while secondary data was obtained through digital media observations and company documentation.

Research results : The results show that Instagram and TikTok are used as primary media to build brand identity and attract consumer attention, while WhatsApp Business serves as a communication and reservation tool. Although reach and engagement have increased, content optimization, TikTok utilization, and digital reservation integration systems still need to be improved to drive more effective sales conversions.