Strategic Marketing of Video on Facebook: Impacting Promotion of Malang Strudel Research Brief

Riyadi, Slamet and Sufa, Siska Armawati and Susilo, Daniel (2016) Strategic Marketing of Video on Facebook: Impacting Promotion of Malang Strudel Research Brief. International Conference ADRI. ISSN 978-602-60314-2-6 (Submitted)

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Abstract

Tourism industry represents the industry owning high complexity because representing some service products covering accessibilities and facilities of the tourism destination and tourist attraction which must be sold to the tourist. The effort to sell the product is so called with tourism marketing. Because the product yielded by the tourism industry in the form of service hence it owns different characteristics so that they have implication to marketing strategy. The fan page-facebook one of the social media tools to reach new customer and to make an engagement for a loyal customer. Many social media users in Indonesia using Facebook as media for sharing their activity during traveling and promotion. They posting their video to show off how they enjoy the tourism leisure. This research describes the marketing strategic of Malang tourism object video publication on Facebook of Malang Strudel in relations with the promotion of their local food product. The result of this research indicated Video on Facebook became the effective promotion of Malang Strudel products. Discourse Analysis became the method for this research. Comment of the video and decision to buy of Malang Strudel products will be analysis using Fairclough’s idea. Some suggestions related to this researcher are: doing online marketing. It shall be started with the market segmentation. After the transaction finished, it must be required to maintain the relationship. The relationship represents the after sale service which aims to remain the tourist nostalgia in order to make them revisiting the tourist destination and buy the local product

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