IMPLEMENTASI STRATEGI SOCIAL MEDIA MARKETING DALAM MENINGKATKAN BRAND AWARENESS MUSEUM MUSIK DUNIA JAWA TIMUR PARK 3

This study aims to evaluate the implementation of social media marketing strategies in increasing brand awareness of the Museum Musik Dunia in Jawa Timur Park 3. This topic is important because the museum has the potential to be a unique educational and entertainment destination, but the level of visits is still fluctuating and tends to be low. The study used an evaluative approach with a descriptive qualitative method based on the CIPP (Context, Input, Process, Product) model, supported by quantitative data through questionnaires distributed to 13 respondents. The results show that the museum has implemented social media marketing strategies through Instagram and TikTok using educational and entertainment content, as well as collaborations with influencers. However, this strategy is not yet fully effective due to the absence of a structured content plan, limited human resources, and the lack of paid advertising such as Instagram Ads. Although the average score of respondents’ brand awareness was 40 points, categorized as “Agree”, the number of respondents does not represent all visitors. Therefore, the strategy needs improvement through a more structured content plan and paid digital promotions. The results of this study are important as a basis for improving a more optimal digital marketing strategy to increase the existence of Museum Musik Dunia as a main destination in Jawa Timur Park 3.