Peran Pemasaran Media Sosial dan Citra merek Rumah Karya Indonesia Dalam Meningkatkan Daya Tarik Wisata Tao Silalahi, Kabupaten Dairi

Abstract

The tourism sector is one of the strategic fields that significantly contributes to regional economic development. The growth of tourism in Indonesia encourages each region with natural and cultural potential to optimize its attractiveness in order to compete with other destinations. This study aims to analyze the role of social media marketing and the brand image of Rumah Karya Indonesia in enhancing the tourism appeal of Tao Silalahi, Dairi Regency. The low number of tourist visits to Tao Silalahi, despite its rich natural and cultural potential, is caused by a lack of promotion, limited infrastructure, and minimal utilization of marketing technology. Rumah Karya Indonesia, as an art community based in Medan, plays an important role through the organization of the Tao Silalahi Arts Festival (TSAF), which is intensively promoted through social media, particularly Instagram. This study employs a qualitative method with a descriptive approach. Data were collected through in-depth interviews, participant observation, documentation, and triangulation involving key, main, and supporting informants. The findings show that Rumah Karya Indonesia’s social media marketing strategies such as audience segmentation, community collaboration, and event documentation have successfully increased Tao Silalahi’s exposure among tourists, especially the younger generation. In addition, the brand image built through authentic tourism experiences, community-based services, and affordable pricing strengthens Tao Silalahi’s identity as a unique and inclusive cultural tourism destination. Thus, social media marketing and brand image play a significant role in enhancing Tao Silalahi’s tourism appeal and have a positive impact on the local community.