Analisis Pesan Persuasif dalam Konten Digital di Kampung Wisata Barokah

Adimas Maditra Permana; Ahimsa Adi Wibowo

doi:10.54259/mukasi.v5i3.8800

Authors

Adimas Maditra Permana Universitas Sebelas Maret Surakarta, Indonesia
Ahimsa Adi Wibowo Universitas Sebelas Maret Surakarta, Indonesia

DOI:

https://doi.org/10.54259/mukasi.v5i3.8800

Keywords:

Persuasive Communication, Digital Content, Tourism Village

Abstract

Barokah Tourism Village in Karanganyar Regency, Central Java, utilizes digital content as a promotional medium to introduce its religious and cultural tourism potential. In digital marketing, persuasive messages play a crucial role in shaping destination image, enhancing audience engagement, and encouraging tourists’ visit intentions. However, studies on the effectiveness of persuasive communication strategies in religious-based tourism destinations remain limited. This study aims to analyze the persuasive communication strategies applied in the digital content of Barokah Tourism Village and to identify factors influencing their effectiveness. This research employs a qualitative approach using content analysis. The theoretical framework is based on the Elaboration Likelihood Model (ELM) and the AIDA (Attention, Interest, Desire, Action) model. Data were collected through social media content observation, interviews with the management, and analysis of audience responses based on digital interactions. The findings reveal that persuasive strategies emphasizing storytelling, visitor testimonials, and appealing visual elements effectively increase audience attention, interest, and trust. Messages highlighting spiritual values and authentic experiences are also more effective than purely descriptive information. Nevertheless, maintaining message consistency and innovating content formats remain key challenges. Therefore, a more structured, adaptive, and research-based digital communication strategy is needed to enhance the effectiveness of tourism promotion.

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