ANALISIS STRATEGI KOMUNIKASI PENGGUNAAN MEDIA SOSIAL INSTAGRAM @ponorogo.tourism DALAM MEMPROMOSIKAN EVENT OLEH DINAS KEBUDAYAAN, PARIWISATA, PEMUDA DAN OLAHRAGA (DISBUDPARPORA) PONOROGO

The title of this thesis is "Analysis of Communication Strategies in the Use of
Instagram Social Media @ponorogo.tourism in Promoting Events by the
Department of Culture, Tourism, Youth and Sports (Disbudparpora) Ponorogo."
The purpose of this study is to determine how communication strategies using the
SMCR theory (Source, Message, Channel, Receiver) are utilized on Instagram
@ponorogo.tourism by the Marketing and Creative Economy Division of
Disbudparpora Ponorogo in promoting events. This research employs a qualitative
descriptive research method, and data collection techniques include observation,
interviews, and documentation. The results of descriptive analysis indicate that
Instagram @ponorogo.tourism implements communication strategies based on the
SMCR Theory (Source, Message, Channel, Receiver). In the Source factor, the
Marketing and Creative Economy Division serves as the main communicator with
authority, trust, and credibility to promote events through the account. In the
Message factor, significant strategy changes occur in the account's content, shifting
from tourism information to event promotion, demonstrating responsiveness to
changing communication needs and trends. In the Channel factor, through
Instagram Social Media, followers can view and listen to information about event
promotions and respond with enthusiasm and positive appreciation. In the Receiver
factor, followers show interest in further engagement with event content and
express intent to attend events organized by Disbudparpora Ponorogo.