Bauran Promosi Tempat Sejarah di Instagram @bandoengwaktoeitoe
DOI:
https://doi.org/10.29313/bcscm.v6i2.26253Abstract
Abstract,
This study explores the promotional mix strategies employed by the historical community Bandoeng Waktoe Itoe (BWI) through the Instagram platform in promoting historical sites in Bandung. Using a qualitative case study approach and the constructivist paradigm, the research aims to understand how advertisements, event information, and historical tourism content are presented on the Instagram account @bandoengwaktoeitoe, as well as the rationale behind the community's focus on historical preservation. Data were collected through observation, interviews, and documentation involving community representatives and Instagram followers. The findings reveal that BWI consistently utilizes Instagram as its primary medium to deliver historical messages through engaging visuals, event invitations, and educational narratives. This promotional mix strategy is considered effective in raising historical awareness and encouraging youth participation in preserving Bandung's cultural heritage.
Keywords: promotional mix, historical sites, Instagram, historical community, Bandoeng Waktoe Itoe.
Abstrak,
Penelitian ini mengkaji strategi bauran promosi yang diterapkan oleh komunitas sejarah Bandoeng Waktoe Itoe (BWI) melalui platform Instagram dalam mempromosikan tempat-tempat bersejarah di Kota Bandung. Dengan menggunakan pendekatan kualitatif studi kasus dan paradigma konstruktivisme, penelitian ini bertujuan untuk memahami bagaimana penyajian iklan, informasi kegiatan, serta konten wisata sejarah disajikan dalam akun Instagram @bandoengwaktoeitoe, serta alasan di balik fokus komunitas terhadap pelestarian sejarah lokal. Data dikumpulkan melalui observasi, wawancara, dan dokumentasi terhadap pihak komunitas dan pengikut akun Instagram. Hasil penelitian menunjukkan bahwa BWI secara konsisten menggunakan Instagram sebagai media utama untuk menyampaikan pesan sejarah melalui visual yang menarik, ajakan kegiatan, dan narasi edukatif. Strategi bauran promosi ini dinilai efektif dalam membangun kesadaran sejarah dan meningkatkan partisipasi generasi muda dalam pelestarian warisan budaya Bandung.
Kata Kunci: bauran promosi, tempat sejarah, Instagram, komunitas sejarah, Bandoeng Waktoe Itoe
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