ABSTRACT

ANALISIS STRATEGI BRANDING DESTINASI WISATA ALAM MELALUI PLATFORM INSTAGRAM, STUDI KUALITATIF DALAM MERESPON TREN MEDIA SOSIAL BUKIT CUMBRI
Citra Ayu Kusumaningrum

The development of social media, especially Instagram, has changed communication patterns and people's behavior in accessing tourism information, while also giving rise to recurring trends. In the context of tourism, trends can drive visitor interest, especially when destinations are packaged through attractive visual content. Cumbri Hill, as one of the natural tourist destinations that went viral at the end of 2025, shows how branding strategies can shape tourist perceptions and appeal, although studies linking branding strategies to social media trends are still limited. This study aims to describe Cumbri Hill's Instagram branding strategy and analyze its relationship to the rapid development of trends on social media that indirectly create social pressure on visitors. This study uses a qualitative method with a case study approach, through data collection techniques in the form of in-depth interviews, field and digital observations, and documentation of Instagram content which are then analyzed using the Miles and Huberman model including data reduction, data presentation, and drawing conclusions. The results of this study indicate that the branding strategy focuses on the visual power of natural landscapes such as 360-degree panoramas, savannas, and sunrise and sunset moments with authentic content presentation and highlighting visitors' emotional experiences. Thus, indirectly triggering trends through the representation of ideal experiences that visitors want to follow. However, this branding strategy is not yet fully structured and still faces limitations in management and human resources. This study concludes that Instagram plays a significant role in building a destination's image and triggering trends that drive visitor interest. Therefore, a more focused and consistent branding strategy is needed, taking into account audience psychological dynamics..

Keywords: Branding Strategy, Instagram, Tren, Natural Tourism Destinations, Digital Communication, Bukit Cumbri