Analisis Pemasaran Digital Pelaku UMKM Pada Kawasan Wisata Situ Gede Kota Bogor


Michelle Angelia
Kurniawan Gilang Widagdyo


The proposal to designate Situ Gede in Bogor City as a Creative Economic Tourism Zone is grounded in the findings of the 2022 RIPPARDA study conducted by the Regional Planning and Development Agency of Bogor City. The envisioned development aims to shape the area as a hub for creative eco-tourism, contributing positively to Bogor City's identity with a strong emphasis on community empowerment and environmental sustainability. The region, including Situ Gede, has organically nurtured Micro, Small, and Medium Enterprises (UMKM) over the years, playing a pivotal role in establishing it as a preferred tourist destination. UMKM entities, recognizing the evolving landscape of technology, have adeptly embraced digital marketing strategies, particularly through social media platforms and Google reviews. Research findings illuminate the presence of 11 active UMKM businesses in the Situ Gede tourism vicinity. Notably, 7 of these businesses leverage social media platforms for digital marketing, while 4 have implemented search engine optimization (SEO) and location tagging on digital maps (Geo Tag) through the Google application. The study underscores the imperative for additional guidance and support for UMKM entities to optimize their utilization of diverse digital marketing channels. It transcends the conventional use of social media platforms, extending to strategies like search engine optimization (SEO) and social media optimization (SMO). Additionally, the research advocates for training initiatives to empower UMKM entities in optimizing online sales, whether through social media platforms or popular marketplaces. This comprehensive study seeks to contribute valuable insights to the international academic community, specifically targeting submission to an international journal. By addressing the intersection of sustainable tourism and economic development in the context of creative eco-tourism zones, the research contributes to ongoing discussions on fostering local businesses and sustainable tourism practices.