Strategi Humas BBPPMP Dalam Pengelolaan Instagram Untuk Meningkatkan Branding Agrowisata Desa Sukaresmi
DOI:
https://doi.org/10.33751/jmp.v14i1.44Keywords:
Agrotourism, Sukaresmi Village, Instagram, Digital Communication, Public Relations StrategyAbstract
THE PUBLIC RELATIONS STRATEGY OF BBPPMP IN MANAGING INSTAGRAM TO ENHANCE THE BRANDING OF SUKARESMI VILLAGE AGROTOURISM
This paper aims to comprehensively analyze the public relations strategy of the Center for Agricultural Development and Modernization (BBPPMP) in managing Instagram to strengthen the branding of Sukaresmi Village agrotourism in Megamendung District, Bogor Regency. The main issue underlying this research is the suboptimal utilization of social media as a communication and promotional medium for the village’s agricultural, livestock, and educational tourism potential, resulting in limited public awareness of local resources. This study employs a descriptive qualitative approach using field observation, documentation, and in-depth interviews. The informants include BBPPMP public relations officers, the Sukaresmi Village Government, the Village Extension Post (Posluhdes), and agrotourism visitors who are directly involved in the communication process and message reception. The findings indicate that BBPPMP’s public relations strategy is implemented through cross-sector collaboration, structured content planning, and coordinated visual production combined with consistent message delivery. Instagram content is strategically designed to highlight agricultural education values, community activities, environmental sustainability, and local village potential, ensuring that the messages conveyed are not merely visual but also informative, persuasive, and image-building. The use of Instagram has proven effective in increasing public engagement, expanding promotional reach, and shaping a positive image of Sukaresmi Village agrotourism among the wider public. Consistent delivery of informative and educational visual content contributes to increased visitor interest, strengthens public awareness of village potential, and positively impacts local economic activities. This study concludes that strategic Instagram management by BBPPMP’s public relations plays a crucial role in strengthening village agrotourism branding and supporting the development of sustainable, community-based agriculture tourism.
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