“ANALYSIS OF DIGITAL BRANDING STRATEGY OF RUMAH ATSIRI INDONESIA IN KARANGANYAR, CENTRAL JAVA”
ALISA SUSANTI
20240797
This research aims to analyze the digital branding strategy implemented by Rumah Atsiri Indonesia in Karanganyar, Central Java, using the 11P marketing mix theory. This research uses a qualitative research method with a case study approach. Data collection techniques are carried out through observation, interviews and documentation. The research results show that Rumah Atsiri Indonesia implements a fairly comprehensive digital branding strategy, including the 11P digital marketing mix, namely, Product, Price, Place, People, Promotion, Process, Physical Evidence, Packaging, Promise, Programming, Partnership. Based on the results of the analysis, Rumah Atsiri Indonesia's digital branding strategy brands itself as an educational tourism that prioritizes "Aromatic Wellness Destination". Bringing together the world of essential plants with the concept of health and wellness tourism. In this way, Rumah Atsiri is not only a production site, but also an attractive and useful tourist destination for visitors