PERAN INFLUENCER DALAM STRATEGI PROMOSI WISATA KULINER DI PONOROGO (Akun Instagram @ariesskuliner)

ABSTRACT

THE ROLE OF INFLUENCER IN THE PROMOTION STRATEGY OF CULINARY TOURISM IN PONOROGO
(Instagram account @ariesskuliner)

By
CHIANG CHIANG
The role of influencers in culinary promotion strategies in ponorogo (Instagram account @ariesskuliner). The purpose of this study was to find out how the role of influencers in the strategy to increase the promotion of culinary tourism in Ponorogo with the 7P marketing mix and the application of 3Rs (Solis 2012) on influencers. This research uses descriptive qualitative research, namely research that is directed to provide an explanation based on the data obtained. This data collection technique uses interview and observation techniques. The informants in this study were Aris Kurniawan and his service users. The results of this study conclude that the culinary business marketing strategy using influencers on Instagram social media is currently booming, the role of influencers is needed to promote a culinary product to attract buyers and increase sales. Research using the 7P marketing mix strategy shows that all of them have been successfully implemented but two indicators are not appropriate. From the generalized price strategy, there is no difference in rates for small entrepreneurs so traders with less income cannot use their services and lack of @ariesskuliner strategy. In promoting their services on Instagram, @ariesskuliner should embed rate card information and rules on Instagram to make it easier for potential consumers to make endorsements. And for the application of 3R, it can be concluded that @ariesskuliner can direct his followers to accept a suggestion and make a purchase for an item that is promoted through his social media account.

Keywords: influencer, 7P marketing mix, 3R Solis, promotion, culinary.