Romi, Mohamad (2026) PEMANFAATAN SOSIAL MEDIA INSTAGRAM @upas.hill_ SEBAGAI MEDIA PROMOSI DESTINASI WISATA PADA KAWASAN LEMBANG. Skripsi(S1) thesis, FISIP UNPAS.
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2. LEMBAR PENGESAHAN.pdf Download (116kB) | Preview |
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4. ABSTRACK.pdf Download (213kB) | Preview |
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5. KATA PENGANTAR.pdf Download (163kB) | Preview |
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6. DAFTAR ISI.docx Download (23kB) |
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10. BAB 1 PENDAHULUAN.pdf Download (497kB) | Preview |
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11. BAB 2 KAJIAN PUSTAKA DAN KERANGKA PEMIKIRAN.pdf Download (359kB) | Preview |
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15. DAFTAR PUSTAKA.pdf Download (161kB) | Preview |
Abstract
This study is entitled “The Utilization of Instagram @upas.hill as a Promotional Medium for Tourism Destinations in the Lembang Area (A Descriptive Qualitative Study on the Instagram Account @upas.hill)”. The use of social media as a tourism promotion tool has become increasingly important along with the rapid development of digital technology. Instagram, as a visually oriented platform, plays a strategic role in shaping perceptions, increasing interest, and influencing tourists’ decisions to visit a destination. This study aims to analyze how the Instagram account @upas.hill is utilized as a promotional medium for the Upas Hill tourism destination in the Lembang area using the AISAS framework (Attention, Interest, Search, Action, Share). This research employs a qualitative method with a descriptive approach. Data were collected through in-depth interviews, observation of the @upas.hill Instagram content, and documentation as supporting data. At the Action stage, promotional content, visitor testimonials, and ease of communication through Instagram encourage audiences to visit Upas Hill, although the conversion from interest to action is still influenced by external factors such as time availability, weather conditions, and personal preferences. Furthermore, at the Share stage, visitors actively share their experiences through Instagram Stories, feeds, and Reels by tagging @upas.hill. This activity creates organic promotion based on user-generated content, which strengthens the credibility and trust of potential tourists. Reposting visitor content and environmental conservation campaigns further enhance the image of Upas Hill as a sustainable nature tourism destination. Overall, this study concludes that Instagram @upas.hill has been optimally utilized as a promotional medium for tourism destinations by integrating the AISAS communication model comprehensively. Instagram functions not only as a visual promotional platform but also as a medium of interaction, a source of information, and a tool for building an authentic and sustainability-oriented destination image. Keywords: Instagram, AISAS, social media, tourism promotion, tourism destination, Upas Hill.
| Item Type: | Thesis (Skripsi(S1)) |
|---|---|
| Subjects: | S1-Skripsi |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi 2026 |
| Depositing User: | Mr Iwan Ridwan Iwan |
| Date Deposited: | 25 Feb 2026 06:38 |
| Last Modified: | 25 Feb 2026 06:38 |
| URI: | https://repository.unpas.ac.id/id/eprint/82452 |
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