Analisis Strategi Digital Marketing Melalui Media Sosial dan Dampaknya Terhadap Reservasi Tiket Online Ramayana Ballet pada PT Taman Wisata Candi Prambanan Unit Teater dan Pentas Seni
DOI:
https://doi.org/10.37385/ceej.v7i5.11006Keywords:
Digital Marketing, Media Sosial, Pariwisata Budaya, Reservasi Tiket Online, Ramayana Ballet PrambananAbstract
Penelitian ini bertujuan untuk menganalisis strategi digital marketing melalui media sosial serta dampaknya terhadap reservasi tiket online pada pertunjukan Ramayana Ballet Prambanan di PT Taman Wisata Candi Prambanan Unit Teater dan Pentas Seni. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui observasi selama kegiatan magang, wawancara mendalam dengan informan dari divisi Sales & Marketing, Ticketing, dan Operasional, serta analisis dokumen dan materi promosi digital. Data dianalisis menggunakan analisis tematik melalui tahapan transkripsi, pengkodean, kategorisasi, dan identifikasi tema. Hasil penelitian menunjukkan bahwa media sosial, khususnya Instagram, TikTok, dan Facebook, berperan penting dalam meningkatkan visibilitas, awareness, dan engagement audiens terhadap pertunjukan Ramayana Ballet Prambanan. Selain itu, integrasi promosi digital dengan sistem reservasi tiket online melalui website resmi, Goers, dan Online Travel Agent mempermudah calon pengunjung dalam memperoleh informasi dan melakukan pembelian tiket secara daring. Temuan ini menunjukkan bahwa strategi digital marketing melalui media sosial berkontribusi terhadap peningkatan minat pembelian dan reservasi tiket online pertunjukan Ramayana Ballet Prambanan.
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