AKTIVITAS KOMUNIKASI PEMASARAN JASA WISATA MELALUI AKUN @EXOTICBROMO (Studi Pada Bagian Marketing PT Exotic Group Nusantara)

This study examines the digital marketing communication strategy of @ExoticBromo in building brand awareness through Instagram. Using a descriptive qualitative approach, data were collected through interviews, documentation, and observation of Instagram content. The analysis is based on the AIDA (Attention, Interest, Desire, Action) model to understand how marketing messages are delivered and received by audiences. The findings show that Exotic Bromo effectively utilizes visual storytelling, consistent content production, influencer collaborations, and interactive Instagram features to attract attention, increase audience interest, stimulate desire, and encourage action. These strategies contribute significantly to strengthening brand awareness and positioning Exotic Bromo as a trusted travel agency in the digital tourism industry.