The Use of Social Media to Increase Visitor Interest on the TikTok Account @KratonWaterpark
Pemanfaatan Media Sosial dalam Peningkatan Minat Pengunjung pada Akun TikTok @kratonwaterpark
DOI:
https://doi.org/10.21070/ups.9836Keywords:
TikTok, Digital Marketing, Kraton Waterpark, Social Media, AISASAbstract
This study analyzes the use of TikTok to increase visitor interest in Kraton Waterpark Sidoarjo. Using a descriptive qualitative approach through observation, interviews, and documentation, the research applies the AISAS model (Attention, Interest, Search, Action, Share) to examine digital consumer behavior. The results show that the @kratonwaterpark account successfully implemented all AISAS stages. Attention was built through creative visual content, while Interest emerged from showcasing visitor experiences and attraction benefits. The Search stage appeared when audiences sought further information via descriptions and comments. Action was reflected in increased visits and ticket purchases. In the Share stage, visitors uploaded videos, reviews, and comments. Overall, TikTok not only serves as entertainment but also as a strategic promotional tool to enhance engagement, expand reach, and strengthen loyalty toward tourist destinations.
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