Strategi Komunikasi Pemasaran UMKM Hinggi Humba Artshop dalam Meningkatkan Minat Kunjungan Wisatawan Melalui Instagram @artshop_hinggihumba06

SOLE, Vensensius Januar (2025) Strategi Komunikasi Pemasaran UMKM Hinggi Humba Artshop dalam Meningkatkan Minat Kunjungan Wisatawan Melalui Instagram @artshop_hinggihumba06. Undergraduate thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

This study aims to examine the marketing communication strategies implemented by the Hinggi Humba Artshop MSME in increasing tourist visit interest through the Instagram account @artshop_hinggihumba06. The research background is based on the phenomenon of utilizing social media as an effective promotional tool in the digital era, particularly Instagram, which possesses strong visual appeal for marketing cultural products. Located in Kampung Raja Prailiu, East Sumba, Hinggi Humba Artshop produces and markets hinggi ikat weaving and ethnic handicrafts as flagship products rich in cultural values. This research employs a qualitative method with a case study approach. Data were collected through observation, in-depth interviews with the owner, artisans, and customers, as well as documentation. Data analysis was conducted descriptively through the stages of data reduction, data display, and conclusion drawing. The results reveal that the marketing communication strategy of Hinggi Humba Artshop refers to the Integrated Marketing Communication (IMC) concept, applying the 4P marketing mix (Product, Price, Place, Promotion). Products are presented through visual content emphasizing authenticity and cultural meaning; prices are conveyed transparently; location information is facilitated via tagging and digital maps; promotion is creatively executed through photos, videos, reels, stories, and active interaction with followers. This strategy successfully builds an authentic brand image, enhances audience engagement, and encourages direct visits to the artshop and Kampung Raja Prailiu. The study concludes that the strategic use of Instagram serves as an effective promotional medium for culture-based MSMEs to reach a wider market, strengthen local identity, and contribute to regional tourism development.

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