Analisis Strategi Promosi Digital Objek Wisata Rain Forest Jember Mini Zoo Melalui Media Sosial TikTok Berdasarkan Aspek Promotion Mix

Oktaviana, Amanda Rizqi (2026) Analisis Strategi Promosi Digital Objek Wisata Rain Forest Jember Mini Zoo Melalui Media Sosial TikTok Berdasarkan Aspek Promotion Mix. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

Rain Forest Jember Mini Zoo is one of the new tourist attractions that uses the social media platform TikTok as a means to promote tourism digitally and intro- duce the venue’s unique features to the public. This study aims to analyze Rain Forest Jember Mini Zoo’s digital promotion strategies via TikTok, based on aspects of the Promotion Mix, and to identify the obstacles encountered in implementing these strategies. This study employs a qualitative approach with a descriptive re- search design. Research data were collected through interviews, observations, and documentation from informants consisting of the managers or marketing team of Jember Mini Zoo, as well as content creators who have promoted Rain Forest via TikTok. Data analysis was conducted in several stages: data reduction, data presentation, and drawing and verifying conclusions. Data validity was strength- ened through triangulation of sources and techniques used. The study shows that the Rain Forest digital promotion strategy on TikTok utilizes five components of the Promotion Mix: advertising, sales promotion, public relations and publicity, per- sonal selling, and direct marketing. The strategy was implemented by creating con- tent that draws attention to Rain Forest, providing information on prices and pro- motions, collaborating with content creators, interacting with the audience, and directing the audience to information sources and ticket purchase locations. In practice, there are several obstacles, such as limited time and resources, unstable content-creation conditions, changing trends on TikTok, fierce competition from other content, and audience responses that are not always predictable. The man- agement team addressed these issues by planning content, creating various types of materials, adapting to the latest trends, and collaborating with content creators. Thus, Rain Forest’s digital promotion on TikTok was carried out using various complementary elements of the Promotion Mix, tailored to the available conditions and resources.

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