STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN JUMLAH PENGGUNA APLIKASI GIWANG SUMSEL (Studi Pada Dinas Kebudayaan dan Pariwisata Provinsi Sumatera Selatan)

ISKANDAR, DEBY FEBRIYANTI and Thamrin, Muhammad Husni (2025) STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN JUMLAH PENGGUNA APLIKASI GIWANG SUMSEL (Studi Pada Dinas Kebudayaan dan Pariwisata Provinsi Sumatera Selatan). Undergraduate thesis, Sriwijaya University.

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Abstract

The Giwang Sumsel application is managed by the Digital Marketing team of the South Sumatra Department of Culture and Tourism, in collaboration with 17 regencies and cities in South Sumatra. As a government innovation aimed at providing a platform that offers information on tourism, culture, and the creative economy in South Sumatra, the application requires an effective marketing strategy to attract public interest in downloading and using it. This study employs a qualitative research method, with data collected through interviews, observations, and document studies. The theoretical framework used in this research is SOSTAC, which consists of six elements: Situation Analysis, Objective, Strategy, Tactics, Action, and Control, developed by Dave Chaffey. The findings of this study indicate that the Giwang Sumsel management team has successfully increased the number of users each year. Although there was a slight decline in the second year, user numbers rebounded following the launch of Giwang 2.0 in the third year. This study also reveals that the current strategy still requires improvements and further development to reach a broader audience and attract more users to the Giwang Sumsel application.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	DIGITAL MARKETING
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Deby Febriyanti Iskandar
Date Deposited:	20 May 2025 03:09
Last Modified:	20 May 2025 03:09
URI:	http://repository.unsri.ac.id/id/eprint/173270

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