Analisis Penggunaan Instagram sebagai Media Promosi Event Budaya Maring Karangsambung di Kebumen Tahun 2023

Abstract

Karangsambung Tourism Village in Kebumen Regency possesses natural and cultural potential that serves as a tourist attraction. However, this potential has not yet been widely recognized due to challenges in marketing and introducing its natural and cultural assets. Previous studies have examined the use of Instagram as a promotional medium for products, services, and events; however, research specifically analyzing the implementation of Instagram content creation for cultural events in tourism villages remains limited, particularly in terms of content creation, utilization of Instagram features, as well as the challenges and solutions encountered in its implementation. Therefore, this study aims to analyze the implementation of content creation through Instagram for the 2023 Maring Karangsambung Cultural Event. This study focuses on content creation, the utilization of Instagram features, and the challenges and solutions involved in promoting the event. This study employs a descriptive qualitative research method, with data collected through interviews, observations, documentation, and literature reviews. The data were analyzed through data reduction, supported by the framing theory approach as an analytical framework. The results show that Instagram effectively functions as a promotional medium by increasing the exposure of the Maring Karangsambung Cultural Event while simultaneously introducing Karangsambung Tourism Village to a wider audience. Content creation was divided into three stages: pre-event, on-event, and post-event, utilizing Instagram features such as feeds, stories, reels, hashtags, and collaborations with media partners. The challenges encountered included limited human resources, promotional budgets, and information reach. The solutions implemented included collaboration with media partners, seeking sponsorship opportunities, and optimizing Instagram features. The study concludes that well-planned content creation can improve the effectiveness of information dissemination, build a positive image of the cultural event, and support the promotion of Karangsambung Tourism Village.