The Effectiveness of Digital Marketing Strategies in Increasing the Attractiveness Campaign of Dusun Semilir in Bawen, Semarang District

Abstract

This research aims to analyze the effectiveness of digital marketing strategies in improving the Semilir Hamlet Tourism Attraction campaign in Bawen, Semarang Regency. In the midst of intense competition in the tourism industry and changes in tourist behavior which is increasingly selective in assessing tourist attractions, the use of technology and digital media is an important key in attracting visitor interest. The research methodology used is descriptive qualitative where data and information are obtained from interviews, observation and documentation. With all the efforts made, it is hoped that the marketing strategy of using social media carried out by the Dusun Semilir Tourism Object will be more effective, so that it can increase visitor interest. The research results show that digital marketing strategies through several platforms, namely the official website, TikTok, Instagram and YouTube, have had a positive impact in increasing interest in visiting Dusun Semilir.