EVALUASI SOSIAL MEDIA MARKETING DALAM MENINGKATKAN DAYA TARIK PENGUNJUNG WISATA MUSEUM ANGKUT

This study discusses the social media marketing strategy implemented by the Museum Angkut in an effort to increase visitor attraction. This case study uses the CIPP (Context, Input, Process, Product) evaluation model to assess the effectiveness of the strategy implemented through digital platforms, especially Instagram and TikTok. This study aims to understand the extent to which social media plays a role in strengthening the image of tourism and building relationships with digital audiences amidst the competition of tourist destinations in Batu City. The findings show that the social media strategy implemented is quite effective in reaching the audience, but there are still obstacles such as limited resources, lack of content variation, and performance evaluation that is not yet based on overall engagement. This study provides insight for other tourist destination managers in developing digital marketing strategies that are more structured and relevant to the needs of today's audience.