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      "abstract": "Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran \r\nyang diterapkan melalui akun Instagram @ledoksambiecopark dalam menciptakan\r\ncitra merek Ledok Sambi Ecopark sebagai destinasi wisata alam berbasis ecopark\r\ndi kawasan Kaliurang, Kabupaten Sleman, Daerah Istimewa Yogyakarta. Di era\r\npemasaran digital, Instagram berkembang menjadi media komunikasi pemasaran\r\nyang efektif bagi destinasi wisata dalam membangun persepsi dan citra merek\r\ndibenak audiens. Menurut Kotler dan Keller, strategi komunikasi pemasaran yang\r\ndilakukan secara konsisten dan terencana memiliki peran penting dalam\r\nmembentuk persepsi positif audiens melalui penyampaian pesan visual maupun\r\nnarasi yang berkelanjutan. Penelitian ini menggunakan metode kualitatif deskriptif\r\ndengan teknik pengumpulan data berupa wawancara semi terstruktur, observasi \r\npartisipatif, dan dokumentasi terhadap konten Instagram @ledoksambiecopark.\r\nNarasumber dalam penelitian ini berjumlah enam orang yang terdiri atas tiga pihak\r\npengelola, yaitu Business Development Manager, tim kreatif, dan graphic designer,\r\nserta tiga pengunjung yang memenuhi kriteria penelitian. Analisis data dilakukan\r\nmenggunakan model AISAS (Attention, Interest, Search, Action, Share) yang\r\ndikembangkan oleh Dentsu untuk memahami perilaku audiens di era digital, serta\r\ntiga indikator citra merek menurut Kotler, yaitu atribut, manfaat, dan nilai sebagai\r\nalat ukur keberhasilan strategi komunikasi pemasaran yang diterapkan dalam\r\nmenciptakan citra merek.",
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