Social Media Marketing Implementation: Lesson Learn from Petung Park, Belik Village

Setyawan, Andhy and Santoso, Naif and Djayapranata, Grace Felicia (2025) Social Media Marketing Implementation: Lesson Learn from Petung Park, Belik Village. In: Proceedings of the International Symposium on Management (INSYMA) (Vol 22, 2025), 12 - 15 May, 2025, University of Banking, Ho Chi Minh City, Vietnam.

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Abstract

The development of tourist villages requires special attention to ensure that villages can progress and grow. This study examines the effectiveness of social media use on visitor numbers and revenue at Petting Park. The study employs a qualitative approach involving direct observation and in-depth interviews with Petung Park management, particularly the Mulya Jaya Village-Owned Enterprise (BUMDes). Data collection focused on the park's social media strategies, including the use of Instagram, TikTok, and YouTube, as well as collaborations with external content creators. The study also analyzed changes in income before and after the implementation of social media marketing. The study results showed a significant increase in income, with Petung Park's income increasing by 30% after the implementation of social media marketing. Social media activities, including reposting visitor content and posting visually appealing content, have effectively expanded reach and increased engagement. Collaboration with influencers has significantly increased visitor numbers, highlighting social media as an efficient marketing tool for enhancing tourist appeal, expanding promotional reach, and increasing revenue for Petung Park, managed by BUMDes

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Social media, tourism marketing, Petung Park, influencer collaboration.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Postgraduate Programs > Master Program in Management
Depositing User:	Ester Sri W. 196039
Date Deposited:	04 Jun 2026 04:31
Last Modified:	04 Jun 2026 04:32
URI:	http://repository.ubaya.ac.id/id/eprint/50785

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