Pundensari Market in Gunungsari Village, Madiun Regency, is a cultural village-based tourist destination that carries the concept of a traditional market with a Javanese cultural atmosphere. Amidst competition among tourist destinations, Pundensari Market requires a targeted digital branding communication strategy to build its image and increase visitor appeal and interest through Instagram social media. This study aims to analyze Pundensari Market's digital destination branding communication strategy through Instagram based on the stages of destination branding theory according to Morgan and Pritchard. This study uses a qualitative approach with a descriptive method. Data collection techniques were carried out through observation, in-depth interviews with managers, village officials, Instagram administrators, visitors, and followers, as well as documentation of digital communication activities. Data analysis refers to the five stages of destination branding, namely market investigation and strategic analysis, brand identity development, brand launch and introduction, brand implementation and communication, and monitoring, evaluation, and review. The results show that in the market investigation stage, Pundensari Market has its own uniqueness because it turns a punden area, which is considered haunted, into a market. The brand identity development stage is demonstrated through the strengthening of Javanese cultural values and environmentally friendly principles. In the market launch and introduction stage, Instagram was used to disseminate information and attract young people through interesting content. The implementation stage involved various parties, although it was still constrained by limited human resources. In the monitoring and evaluation stage, the management received feedback from visitors and followers, but it was not yet fully implemented optimally. This study concludes that Instagram plays an important role in strengthening the destination branding of Pundensari Market, but more structured, consistent, and sustainable management is needed for the branding strategy to be more effective.
Keywords: Communication, Digital, Destination Branding, Instagram, Pundensari Market, Cultural Tourism