Strategi Komunikasi Pemasaran Kebun Raya Bogor Melalui Konten Edukasi di Media Sosial

Abstract

This study aims to analyze the marketing communication strategy implemented by Bogor Botanic Gardens in packaging educational content through its Instagram account, @kebunraya_id, and to identify the challenges and solutions encountered in its implementation. The research employed a descriptive qualitative approach, with data collected through participatory observation during an internship program, in-depth interviews with a key informant from the Marketing Communication Division, and documentation studies. Data were analyzed through data reduction, data display, and conclusion drawing, while data validity was ensured through method triangulation. The findings reveal that Bogor Botanic Gardens applies an Integrated Marketing Communication (IMC)-based strategy through an edutainment approach that combines educational and entertainment elements, the use of easily understandable language, attractive visual presentations, and multi-platform content distribution. The challenges identified include cross-divisional coordination, time constraints during specific moments, field conditions, and the internal workload of the creative team. The novelty of this study lies in its examination of social media-based conservation educational content packaging strategies within a conservation institution, a topic that remains underexplored in digital marketing communication research. The study contributes by proposing an educational-based digital marketing communication strategy model that can be adopted by conservation institutions and public organizations to enhance audience engagement and strengthen institutional image.