THE LOCAL CREATIVE ADS ON SRITANJUNG FM TO INCREASE FINANCIAL REVENUE DURING COVID-19 PANDEMIC

<p>The COVID-19 pandemic condition requires private radio managers’ creativity, one of which is the Sritanjung FM in the Banyuwangi Regency. Uniquely, as a cultural radio, Sritanjung FM advertising revenue increased precisely during the COVID-19 pandemic. This research uses a virtual ethnographic method that collects data offline and online. Researchers conducted direct observations of Sritanjung FM in Rogojampi District, Banyuwangi Regency, and conducted a virtual search through audio streaming, Facebook, and WhatsApp. In this study, informants amounted to four people, two from radio staff, one cultural expert, and one loyal listener. The results showed that the number of local advertisers and the frequency of local advertisements had increased three times. The internal causes include the creativity of Sritanjung FM in creating cultural programs and religious programs, creativity in the designing messages for ads spots, and uniqueness of using local language that match the COVID-19 theme. Local culture advertising creativity can be felt as the main taste of content that has relevance to postmodernism studies. External causes include the need for a business breakthrough to maintain income, the socio-cultural context of Osing ethnicity for the Banyuwangi people. Combined interest between local advertisers, strong Osing culture identity, and advertisers' creativity make Sritanjung FM experience a surge in revenue from local advertisers during the COVID-19 pandemic.</p>

MAPPING THE CONVERGENCE TRENDS OF TELEVISION BROADCASTING MEDIA IN INDONESIA

This research will analyze the media convergence with the rapid development of the existing equipment in the broadcasting system of the television station in Indonesia. The digitalisation and advancement of communication and information technology have a tremendous impact on the emergence of a new paradigm and therefore, will also change the overall perspective of humans about various problems that occur around them. With the emergence of digital channels, the analogue media cannot support the existing system independently and require the integration of technologies in the discovery of new platforms. To analyze the paradigm shift of the television stations in Indonesia, this research uses the case study research method through interviews and observation data collection techniques. The research results show that technological and information changes in the broadcasting system in some technical parts of television media, i.e. the library system, post-production and broadcasting systems in the control room of the research. In responding to media convergence, the diversity of technologies involved in the processes of convergence, it makes the work more practical and efficient. Efficiency is very visible in the decent decrease of the production finance (cost) where works become competent with the integration of related units in the processes of convergence.

MEMETAKAN PESAN HOAKS BERITA COVID-19 DI INDONESIA LINTAS KATEGORI, SUMBER, DAN JENIS DISINFORMASI

<p align="center"><strong><em>ABSTRACT</em></strong></p><p><strong><em> </em></strong></p><p><em>It is projected that the spread of disinformation infodemic among the COVID-19 pandemic will be as quickly or even more rapidly than the virus itself. The absence of the government in quickly and accurately providing information is suspected of being the basis of this phenomenon. Several studies have attempted to examine how the disinformation is shared, absorbed and driven to other behaviors. Meanwhile, no preliminary study maps the features of disinformation to be used practically for prevention and for overcoming disinformation itself. This study aims to fill this gap by examining 174 disinformation during the pandemic of COVID-19. There are five types of COVID-19 </em><em>d</em><em>isinformation in Indonesia, namely governance, health, foreign relations, business and crime. We argue that if these five categories are not taken seriously, they will create a public distrust of government and science. Another result that arises is the apathy towards the virus which will endanger the wider community. On the basis of these results, we propose a strict government intervention in the provision of knowledge and clarification of </em><em>d</em><em>isinformation in different forms of social media.<strong></strong></em></p><p><strong><em>Keywords: hoax news, COVID-19, disinformation, misinformation</em></strong></p><p> </p><p align="center"> </p><p align="center"><strong>ABSTRAK</strong></p><p><strong> </strong></p><p>Infodemi disinformasi di tengah pandemi COVID-19 diproyeksi sama cepat atau bahkan lebih cepat dari virus itu sendiri. Fenomena ini ditengarai terjadi karena absennya negara dalam menyediakan informasi yang cepat dan tepat. Berbagai macam studi telah mencoba menguji bagaimana disinformasi dibagikan, dikonsumsi dan mengarahkan masyarakat untuk melakukan aktivitas tertentu. Sementara itu belum ada studi pendahuluan yang memetakan karakteristik disinformasi secara praktis untuk dimanfaatkan bagi tindakan preventif dan penanggulangan disinformasi itu sendiri. Studi ini bertujuan untuk mengisi celah tersebut dengan menganalisis 174 disinformasi selama pandemi COVID-19. Hasil penelitian menunjukkan terdapat lima kategori disinformasi tentang COVID-19 di Indonesia yaitu politik, kesehatan, luar negeri, bisnis, dan kriminalitas. Kami berargumen bahwa kelima kategori tersebut jika tidak ditangani secara serius akan memunculkan sikap ketidakpercayaan publik terhadap otoritas pemerintah dan ilmu pengetahuan. Akibat lain yang muncul adalah sikap apatis terhadap virus tersebut yang akan membahayakan masyarakat luas. Berdasarkan temuan tersebut, kami merekomendasikan kehadiran pemerintah yang tegas dalam memberikan informasi serta mengklarifikasi disinformasi yang muncul di berbagai macam media sosial.</p><p><strong>Kata Kunci: berita hoaks</strong><strong>, </strong><strong>COVID-19</strong><strong>,</strong><strong> diinformasi</strong><strong>,</strong><strong> misinformasi</strong><strong></strong></p>

PERSPEKTIF HERMENEUTIKA RICOEUR MENYUSURI AGENDA TOLERANSI DI ORGANISASI ISLAM NAHDLATUL ULAMA

<p align="center"><strong><em>ABSTRACT</em></strong></p><p align="center"><strong><em> </em></strong></p><p><em>The Perspective of the Ricoeur hermeneutics about tolerance at the Islamic organization Nahdlatul Ulama (NU) </em><em>focuses on the interpretation process of NU as an influential Islamic organization concerning tolerance to non-Muslims. The understanding of current tolerance is crucial amid strengthening the action of intolerances and discrimination in various forms of intimidation and assault on minority groups. In addition, the interpretation of the meaning of tolerance can be considered to be one of the triggers of radical action, especially when associated with issues of political leadership, the establishment of a place of worship, and so on. Therefore, the purpose of this article is to understand how the process of interpretation done by NU about tolerance toward non-Muslims. The Method in this study was the hermeneutics method of Paul Ricoeur, that emphasizing the interpretation of the text with the distanciation process between text and the reader. The results show that the interpretation process of tolerance is based on the language (verses) of the Qur'an surat al-Hujurat verse 13 "Lita'arafu", which means to know each other. In the process of language distancing into discourse, the verse is understood by NU tolerances as Ukhuwah Wathaniyah, the Brotherhood of country and nation. The practice of discourse shows that the interpretation of NU is motivated by the reality that the plurality of religion as Sunnatullah, and its practice in the context of muamalah, and to realize the treatise of Islam as a religion of rahmatan lil-aalamin. The contextual interpretation of NU is based on the importance of maintaining the integrity of the Indonesia. The Interpretation of this tolerance to non-Muslims can be used as a counter-discourse of the interpretations of radical Islamist groups that considers non-Muslims to be enemies so that they must be affected even.</em></p><p><strong><em>keywords: </em></strong><strong><em>h</em></strong><strong><em>ermeneutics, </em></strong><strong><em>nahdlatul ulama</em></strong><strong><em>, tolerance, ukhuwah wathaniyah</em></strong><strong><em></em></strong></p><p> </p><p align="center"><strong>ABSTRAK</strong></p><p align="center"><strong> </strong></p><p>Perspektif hermeneutika Ricoeur tentang toleransi di organisasi Islam Nahdlatul Ulama (NU) memfokuskan pada proses penafsiran NU sebagai organisasi Islam berpengaruh mengenai toleransi terhadap non-muslim. Pemahaman atas toleransi saat ini sangat penting di tengah menguatkan tindakan intoleran dan diskriminasi dalam berbagai bentuk intimidasi dan penyerangan terhadap kelompok-kelompok minoritas. Selain itu, penafsiran mengenai makna toleransi ini dapat dianggap menjadi salah satu pemicu tindakan radikal, terutama bila dikaitkan dengan isu-isu kepemimpinan politik, pendirian tempat ibadah, dan sejenisnya. Studi ini bertujuan untuk mendalami proses penafsiran mengenai toleransi terhadap non-muslim oleh organisasi Islam NU. Studi ini menggunakan perspektif dan metode hermeneutika Ricoeur yang menfokuskan pada otonomi teks dalam proses penafsiran dan distansiasi makna antara pembuat teks dan pembaca. Kajian ini menghasilkan temuan bahwa dalam proses penafsiran tentang toleransi terhadap non-muslim NU merujuk pada kata <em>“lita’arafu” </em>dalam surat al-Hujurat: 13, yang berarti supaya saling mengenal. Melalui distansiasi dari bahasa ke diskursus, kata <em>“lita’arafu” </em>dipahami NU dalam bentuk <em>ukhuwah wathaniyah, </em>yakni persaudaraan sebangsa dan senegara. Praktik diskursus menunjukkan bahwa penafsiran NU tersebut dilatarbelakangi realitas bahwa pluralitas agama sebagai <em>sunnatullah, </em>dan praktiknya dalam konteks muamalah, serta untuk mewujudkan risalah Islam sebagai agama <em>rahmatan lil-aalamin</em>. Secara kontekstual penafsiran NU dilandasi kepentingan menjaga keutuhan NKRI. Penafsiran tentang toleransi terhadap non-muslim NU ini dapat dijadikan sebagai wacana tandingan atas penafsiran kelompok-kelompok Islam radikal yang menganggap non-muslim sebagai musuh sehingga harus dimusuhi bahkan diperangi.</p><p><strong>kata kunci: </strong><strong>h</strong><strong>ermeneutika, </strong><strong>nahdlatul ulama</strong><strong>, toleransi, ukhuwah wathaniyah</strong><strong></strong></p>

DESENTRALISASI WISATA RELIGI INDONESIA MELALUI CITY BRANDING WISATA KABUPATEN BANGKALAN MADURA

<p align="center"><strong><em>ABSTRACT</em></strong><strong><em></em></strong></p><p align="center"><strong><em> </em></strong></p><p> <em>Bangkalan people are attached to Islamic culture. Their daily life is influenced by Islamic teachings and is evident in their social behavior, including in the arts and seeking solace. One of the consolations known in the community is to travel. Of course, Islamic travel and does not violate Islamic law. For the people of Bangkalan, the pilgrimage to the tombs, in addition to being one of the rituals believed to seek blessings, is also a place to tour. Therefore, the pilgrimage to the graves of scholars and community leaders in Bangkalan becomes a sight that can be seen every day. Religious tourism then developed into an opportunity in the development and improvement of people's welfare. Unfortunately, this has not yet become the focus of interest of the Bangkalan district government. Th</em><em>r</em><em>ough building city branding as a religious tourism destination opens up opportunities for Bangkalan to compete with other regions in getting tourist visits. This study tries to identify the problem of tourism development and produce output in the form of religious tourism branding draft for Bangkalan district. The method used is observation and in-depth interviews. Although the results of this study indicate that the Bangkalan district is not ready to build a religious tourism brand, but the data obtained in the field shows that Bangkalan has a lot of religious tourism potential. The results of this study are expected to be input for the district government, scholars and tourism stakeholders. Further hope is to be able to help the Bangkalan district government to build city branding and create marketing communication concepts for their region</em><em> </em><em>as a part of decentralization strategy</em><em>.</em></p><p><strong><em>Keywords: </em></strong><strong><em>city b</em></strong><strong><em>randin</em></strong><strong><em>g,</em></strong><strong><em> </em></strong><strong><em>decentralization, </em></strong><strong><em>tourism</em></strong><strong><em>,</em></strong><strong><em> religious</em></strong><strong><em>,</em></strong><strong><em> bangkalan</em></strong></p><p> </p><p align="center"><strong>ABSTRAK</strong><strong></strong></p><p align="center"><strong> </strong></p><p>Masyarakat Bangkalan lekat dengan kultur Islam. Kehidupan keseharian mereka dipengaruhi ajaran Islam, termasuk dalam berkesenian dan mencari penghiburan. Salah satu penghiburan yang dikenal dalam masyarakat adalah melakukan perjalanan wisata. Tentu perjalanan wisata yang Islami dan tidak melanggar syariat Islam. Bagi masyarakat Bangkalan, ziarah ke makam, selain menjadi salah satu ritual yang dipercayai untuk mencari berkah, juga menjadi ajang berwisata. Karena itu, ziarah ke makam-makam ulama dan tokoh masyarakat di Bangkalan menjadi pemandangan yang bisa dilihat setiap harinya. Wisata religi kemudian berkembang menjadi satu peluang dalam pembangunan dan peningkatan kesejahteraan masyarakat. Sayangnya, hal ini belum menjadi <em>focus of interest</em> pemerintah kabupaten Bangkalan. Padahal membangun <em>city branding</em> sebagai destinasi wisata religi membuka kesempatan bagi Bangkalan untuk bersaing dengan wilayah lain dalam mendapatkan kunjungan wisatawan. Penelitian mengidentifikasi problema pembangunan wisata dan menghasilkan <em>output</em> berupa <em>draft branding</em> wisata religi untuk kabupaten Bangkalan. Metode yang digunakan adalah observasi dan wawancara mendalam. Meskipun hasil penelitian ini menunjukkan bahwa kabupaten Bangkalan belum siap membangun <em>brand</em> wisata religi, tetapi data yang diperoleh di lapangan menunjukkan bahwa Bangkalan punya banyak potensi wisata religi. Hasil dari penelitian ini diharapkan menjadi masukan bagi pemerintah kabupaten, ulama, dan stake holder pariwisata. Harapan lebih jauh adalah membantu pemerintah kabupaten Bangkalan membangun <em>city branding</em> dan membuat konsep komunikasi pemasaran bagi wilayahnya sebagai bagian dari strategi desentralisasi.</p><p><strong>Kata Kunci: </strong><strong>city </strong><strong><em>branding</em></strong><strong>, desentralisasi, </strong><strong>wisata</strong><strong>,</strong><strong> religi</strong><strong>,</strong><strong> bangkalan</strong><strong></strong></p>

PREFERENSI KOMUNIKASI PEMASARAN TERPADU PERGURUAN TINGGI DI SURABAYA PADA ERA POSMODEREN

This study aims to determine the activities of Integrated Marketing Communication (IMC) which is the preference of students at private universities X in Surabaya. This research is a quantitative type of research using the slovin method and stratified random sampling combined with purposive sampling as a sampling method. Existing data is processed using SPSS Statistics so that the data is presented in tabular form as data analysis. The results of this study were to find several IMC activities that were considered the most interesting by these college students, starting from the most popular ones namely sales promotion (42%) and followed by personal sales, and advertising. In this study also known some IMC activities that are considered unattractive or even unknown by students in this tertiary institution starting from those considered unattractive or unknown such as events and experiences (31%), then following with direct marketing activities, and finally is an advertisement where some unknown or uninterested students are found.

REFLEKSI ANOMALI MAKNA PERILAKU MEROKOK DI KALANGAN DOSEN UNIVERSITAS ISLAM RIAU

<p align="center"><strong><em>ABSTRACT</em></strong></p><p><strong><em> </em></strong></p><p><em>This study aims to determine the meaning of smoking behavior. Symbolic interaction theory explains subjective meaning as the basis for action. The symbolic interaction perspective contains the same thoughts as social action theory about the subjective meaning of human behavior, social processes and pragmatism. This means that humans (in smoking behavior) act based on the meaning they understand. This study uses symbolic interaction theory which explains the behavior of the meaning understood by smokers as seen from the aspects of mind, self, and society. This study uses qualitative methods by using a constructivism approach. In-depth interviews data collection technique used to get information from lecturer’s smokers at Islamic University of Riau which was determined by purposive sampling technique. The data analysis technique used is qualitative data analysis. The results of this study show that the anomaly meaning in smoking behavior is reflected based on the meaning that understood by smokers about smoking behavior. The meaning of smoking based on “Mind” is a negative activity, positive life habits, entertainment, symbol of creativity, hard work, symbol of friendship and an economic symbol. The meaning of smoking based on “Self” means dependence, self-confidence, and economic stability. While, based on the concept of society, smoking is a behavior caused by the social interaction of the smoker with the community in the smoker's environment in the family, general public, work environment, and past experiences.</em></p><p><strong><em>Keywords</em></strong><strong><em>:</em></strong><strong><em> </em></strong><strong><em>anomaly</em></strong><strong><em> </em></strong><strong><em>m</em></strong><strong><em>eaning, </em></strong><strong><em>lecturer, s</em></strong><strong><em>moking</em></strong><strong><em> behavior</em></strong><strong><em>, </em></strong><strong><em>s</em></strong><strong><em>ymbolic </em></strong><strong><em>i</em></strong><strong><em>nteractionism</em></strong></p><p> </p><p align="center"> </p><p align="center"><strong>ABSTRAK</strong></p><p><strong> </strong></p><p>Penelitian ini bertujuan untuk mengetahui makna perilaku merokok. Teori interaksi simbolik menjelaskan makna subjektif sebagai dasar tindakan. Perspektif interaksi simbolik mengandung pemikiran yang sama dengan teori tindakan sosial tentang makna subjektif dari perilaku manusia, proses sosial dan pragmatismenya. Artinya manusia (dalam perilaku merokok) bertindak berdasarkan makna yang dipahami dalam diri mereka. Penelitian ini menggunakan teori interaksi simbolik yang menjelaskan perilaku dari makna yang dipahami oleh perokok yang dilihat dari aspek mind, self, dan sosiety. Penelitian ini menggunakan metode kualitatif dengan menggunakan pendekatan konstruktivis. Teknik pengumpulan data yang dilakukan adalah wawancara mendalam kepada informan penelitian dosen perokok di lingkungan Universitas Islam Riau yang ditentukan dengan Teknik <em>purposive sampling</em>. Teknik analisis data yang digunakan adalah analisis data kualitatif. Hasil penelitian ini menunjukkan bahwa terdapat anomali makna dalam perilaku merokok yang direfleksikan berdasarkan makna yang dipahami oleh para perokok tentang perilaku merokok itu sendiri. Makna merokok berdasarkan <em>Mind</em> merupakan aktivitas negatif, kebiasan Positif, sarana hiburan, simbol kreativitas kerja keras, simbol pergaulan dan simbol ekonomi. Kemudian makna merokok berdasarkan <em>Self</em> bermakna ketergantungan, percaya diri, dan kemapanan ekonomi. Selanjutnya berdasarkan konsep <em>society</em> merokok adalah perilaku yang disebabkan oleh interaksi sosial perokok dengan masyarakat yang ada di lingkungan perokok. Hasil penelitian ini menunjukkan bahwa interaksi sosial perokok yang membentuk makna merokok terjadi di lingkungan keluarga, masyarakat umum, lingkungan kerja, dan pengalaman masa lalu.</p><strong>Kata Kunci: anomali makna, dosen, perilaku merokok, interaksi simbolik</strong>

SPONSOR-ORIENTED MARKETING COMMUNICATION BY PADANG TV FOR MAINTAINING LOCAL-CULTURAL CONTENT

<p>This research focuses on promotional strategies conducted by Padang TV in an effort to introduce and maintain the Duduak Baselo program as a cultural content program. From the minimal existence of cultural content in the majority of Indonesian television, Padang TV is one of the local stations that present cultural content, one of which is the Duduak Baselo program. This program can survive, of course, because there are promotional and marketing efforts undertaken by the television station. Promotional mix analysis that becomes the focus of this research is on how the station approach to sponsors. This research uses descriptive qualitative method with a case study approach. In-depth interviews, observations, and documentation are used in collecting data. The data obtained were then processed with Miles and Huberman's technical analysis and validated with triangulation techniques. The results of this study indicate that the Duduak Baselo program carries out several communication activities as their promotional strategies in introducing and maintaining the Duduak Baselo program. Padang TV, as the station that produces Duduak Baselo, in such a way builds cooperative relationships with various parties, such as the government and the private sectors. This collaborative relationship is developed to get sponsors/advertisers. Activities undertaken to establish cooperation include building relationships, spreading proposals, lobbying, and negotiating.</p>

PEMAKNAAN SIMBOL REOG PONOROGO DALAM TRADISI JAWA: SEBUAH KAJIAN KRITIS

ABSTRACT This research attempts to dismantle the meaning in the Ponogogo Reog symbol by using Javanese tradition studies, both in asthabrata teachings and Javanese cosmogony: keblat papat kelimo pancer. This research is important because not many people understand the meaning contained in the Reog symbols. On the other hand, the Reog symbols are now being reduced by the interests of commercialism so as to eliminate the valuable values in them. This can be seen in the use of Reog symbols which are used as a citybranding media in the city of Ponorogo and performances that come out of the standards Reog tradition. Reog's art has turned into a commodity that is traded to the market. This study uses qualitative methods using a critical paradigm. A paradigm that assesses social reality is not a neutral reality, but is deliberately shaped by and for political, economic, and social interests that are dominated by dominant groups in society by collecting data through observation and in-depth interviews with experts in the field of Javanese culture, specifically about Reog to obtain the meaning of the Reog Ponorogo symbol from Javanese tradition. The results of this study describe the meaning in the Reog symbol and see the development of traditional Javanese art is reduced by market interests. The symbols in Reog Ponorogo have meanings related to lust that exists in humans. Symbolization in Reog's art forms valuable meanings and values in society. in general, Reog Ponorogo is a show that can provide guidance in living life for those who see it or understand it deeply. Reog is no longer an art and culture that requires special rituals in every performance but is commodified into a commercial merchandise. At this stage, Reog's products are adjusted to market demands with market standards as well. Products related to Reog are then mass-produced and even made replicas that resemble Reog. Keywords: Reog, Ponorogo, Symbols, Meanings, Cultural Values, Commodities ABSTRAK Penelitian ini berusaha membongkar makna dalam simbol Reog Ponorogo dengan menggunakan kajian tradisi Jawa, baik dalam ajaran asthabrata maupun kosmogoni Jawa: keblat papat kelimo pancer.Penelitian in penting karena tidak banyak masyarakat memahami makna yang terkandung dalam simbol-simbol Reog. Di sisi lain, simbol-simbol Reog saat ini mulai direduksi oleh kepentingan komersialisme sehingga menghilangkan nilainilai adiluhung di dalamnya.Hal ini tampak dalam penggunaan simbol-simbol Reog yang digunakan sebagai media citybranding kota Ponorogo maupun pertunjukan-pertunjukan yang keluar dari pakem-pakem tradisi Reog. Seni Reog berubah menjadi sebuah komoditas yang diperdagangkan ke pasar. Penelitian ini menggunakan metode kualitatif dengan menggunakan paradigma kritis. Sebuah paradigma yang menilai realitas sosial bukan sebagai sebuah realitas yang netral, melainkan sengaja dibentuk oleh dan untuk kepentingan politik, ekonomi, dan sosial yang dikuasai oleh kelompok-kelompok yang dominan dalam masyarakat dengan pengumpulan data melalui observasi dan wawancara mendalam kepada ahli bidang kebudayaan Jawa, khususnya tentang Reog untuk memperoleh makna-makna simbol Reog Ponorogo dari tradisi Jawa. Hasil dari penelitian ini mendiskripsikan makna dalam simbol Reog sekaligus melihat perkembangan seni tradisional Jawa ini tereduksi oleh kepentingan pasar. Simbol-simbol dalam Reog Ponorogo memiliki makna terkait dengan nafsu yang ada dalam diri manusia. Simbolisasi dalam kesenian Reog membentuk makna-makna dan nilai-nilai adiluhung di masyarakat. secara umum, Reog Ponorogo merupakan sebuah pertunjukan yang bisa memberikan tuntunan dalam menjalani kehidupan bagi yang melihatnya atau mengerti secara mendalam. Reog bukan lagi sebuah seni budaya yang memerlukan ritual khusus dalam setiap pertunjukan melainkan dikomodifikasi menjadi sebuah barang dagangan yang dikomersialkan. Pada tahapan ini, produk Reog disesuaikan dengan permintaan pasar dengan standar-standar pasar pula. Produk-produk yang berkaitan dengan Reog kemudian diproduksi secara massal bahkan dibuat replika-replika yang menyerupai Reog. Kata Kunci: Reog, Ponorogo, Simbol, Makna, Nilai Budaya, Komoditas

PERANCANGAN STRATEGI DIGITAL MARKETING COMMUNICATION BAGI INDUSTRI PERHOTELAN DALAM MENJAWAB TANTANGAN ERA POSMODERN

ABSTRACT The development of consumer culture in the era of technology has a direct impact on business competition in the hospitality sector. To be in a superior position in winning the competition, it requires the implementation of strategic planning. With the significant growth of internet users, the hotel industry must make good use of the situation, namely promoting digital marketing communication strategies. The purpose of this research is to design a digital marketing communication strategy for the Golden Tulip Legacy Hotel in Surabaya to overcome the postmodern era challenges. The research method is descriptive qualitative. The study is focused on the website and Instagram design, because it is the main access to information distribution of the Golden Tulip Legacy Surabaya. The informants in this study are selected speakers based on criteria that fit the purpose of the study. The method of data collection is done by observation, interviews, and documentation. The results of this study are the design of innovative digital marketing communication strategies that can be made with a management calendar, content formulation system, updated website features, optimized Instagram, and following the latest trends. Keywords; marketing strategy, digital marketing communication, website, Instagram ABSTRAK Perkembangan budaya konsumen di era teknologi berdampak langsung pada persaingan bisnis di dalam bidang perhotelan. Untuk berada di posisi yang unggul dalam memenangkan persaingan, diperlukan adanya implementasi dari perencanaan yang strategis. Dengan pertumbuhan pengguna internet yang signifikan, industri hotel harus memanfaatkan keadaan dengan baik, yakni melakukan promosi dengan strategi digital marketing communication. Tujuan dari penelitian ini adalah untuk merancang strategi digital marketing communication bagi Hotel Golden Tulip Legacy Surabaya agar dapat menjawab tantangan pada era postmodern. Jenis penelitian yang digunakan adalah kualitatif deskriptif yang berfokus pada website dan Instagram karena merupakan akses penyaluran informasi utama Golden Tulip Legacy Surabaya. Informan dalam penelitian ini adalah narasumber yang terpilih berdasarkan kriteria yang sesuai dengan tujuan penelitian. Metode pengumpulan data dilakukan dengan observasi, wawancara, dan dokumentasi. Hasil penelitian ini adalah perancangan strategi digital marketing communication yang inovatif dapat dibuat dengan kalender pengelolaan, sistem perumusan konten, pembaharuan fitur website, pengoptimalan Instagram, dan mengikuti tren terkini. Kata kunci; strategi pemasaran, komunikasi pemasaran digital, website, Instagram