Digital Marketing Strategy in Increasing Brand Awareness of Bilebante Green Tourism Village, Central Lombok Regency

Abstract

This research aims to explore the digital marketing strategies implemented by Bilebante Green Tourism Village, Central Lombok Regency, to enhance brand awareness. This study employed a qualitative method with a case study approach, involving in-depth interviews with tourism village managers, village government officials, and tourists, as well as observation and documentation analysis. The findings indicate that Bilebante Green Tourism Village utilizes various digital platforms such as its Website, Google My Business, and social media (Instagram, Facebook, TikTok, YouTube, WhatsApp Business). The implementation of the digital marketing strategy systematically follows the AIDA (Attention, Interest, Desire, Action) model, starting from capturing attention through engaging visual content and collaborations, building interest with educational content and interaction, fostering desire through testimonials and emotional messaging, to encouraging action via easy access to information and reservations. Supporting factors for success include digitally literate young human resources, village government support, and influencer collaborations. Conversely, inhibiting factors comprise limited equipment, a non-sustainable promotion budget, and the lack of a structured teamwork system and formal training. It is concluded that a comprehensive and adaptive digital marketing strategy has significantly contributed to increasing the brand awareness of Bilebante Green Tourism Village, although further optimization in resource aspects and strategic management is still necessary.