DESIGN THINKING DALAM PERANCANGAN KONTEN TIKTOK SEBAGAI PROMOSI EKOWISATA DI BUDIDAYA LEBAH MADU PASUNDAN MARGAWINDU

Tasya Laila Rahmah, - and Yudha Munajat Saputra, - and Oman Sukirman, - (2025) DESIGN THINKING DALAM PERANCANGAN KONTEN TIKTOK SEBAGAI PROMOSI EKOWISATA DI BUDIDAYA LEBAH MADU PASUNDAN MARGAWINDU. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk merancang konten promosi ekowisata menggunakan platform TikTok di destinasi Budidaya Lebah Madu Pasundan Margawindu, Sumedang. Pendekatan yang digunakan adalah metode kualitatif deskriptif dengan menerapkan lima tahapan design thinking, yaitu empathize, define, ideate, prototype, dan test. Data diperoleh melalui wawancara dengan pemilik destinasi, konten kreator TikTok, dan survei daring kepada 100 pengguna TikTok dari kalangan generasi milenial dan Z. Hasil survei menunjukkan bahwa jenis konten yang paling disukai adalah voice over, cinematic, talking head, dan photo slide. Berdasarkan temuan tersebut, peneliti merancang empat konten video dan mengunggahnya ke akun TikTok resmi destinasi. Setiap video kemudian dianalisis berdasarkan insight TikTok seperti tayangan, komentar, likes, shares, dan saves. Video voice over memperoleh tayangan tertinggi, namun video talking head dan photo slide menunjukkan tingkat interaksi lebih tinggi. Hasil ini menunjukkan bahwa bentuk konten yang edukatif dan relevan lebih efektif dalam membangun keterlibatan audiens. Wawancara dengan konten kreator TikTok mengonfirmasi bahwa konten voice over sangat efektif dalam menarik perhatian audiens, namun penting untuk mempertimbangkan interaksi audiens sebagai indikator keberhasilan promosi. Respons dari Kang Ewok selaku pemilik destinasi menunjukkan apresiasi positif terhadap konten yang dibuat, dan menyatakan bahwa konten tersebut sangat membantu dalam mengenalkan tempatnya kepada masyarakat luas. Penelitian ini menegaskan bahwa media sosial, khususnya TikTok, dapat digunakan secara strategis sebagai alat promosi destinasi ekowisata yang edukatif, menarik, dan mudah diakses. The aim of the research is to design ecotourism promotional content using the TikTok platform for the Budidaya Lebah Madu Pasundan Margawindu destination in Sumedang. The research employs a qualitative descriptive method by applying the five stages of design thinking: empathize, define, ideate, prototype, and test. Data were collected through interviews with the destination owner, a TikTok content creator, and an online survey involving 100 TikTok users from the millennial and Gen Z generations. The survey results indicate that the most favored types of content are voice over, cinematic, talking head, and photo slide. Based on these findings, the researcher created four video contents and uploaded them to the official TikTok account of the destination. Each video was analyzed using TikTok insights, including metrics such as views, comments, likes, shares, and saves. The voice over video received the highest views, while the talking head and photo slide videos showed the highest user interaction. These results suggest that educational and relevant content is more effective in building audience engagement. Interviews with the TikTok content creator confirmed that voice over content is very effective in capturing the audience’s attention, but it is important to consider audience interaction as an indicator of promotional success. The response from Kang Ewok, the owner of the destination, was highly positive, indicating that the content helped promote the location to a broader audience. This study affirms that social media, particularly TikTok, can be strategically utilized to promote ecotourism destinations in an educational, engaging, and accessible manner.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=SMMNY7cAAAAJ ID Sinta Dosen Pembimbing: Yudha Munajat Saputra: 6146885 Oman Sukirman: 5992874
Uncontrolled Keywords:	Tiktok, Ekowisata, Konten Promosi, Design Thinking.   TikTok, Ecotourism, Promotional Content, Design Thinking.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User:	Tasya Laila Rahmah
Date Deposited:	29 Jul 2025 05:14
Last Modified:	29 Jul 2025 05:14
URI:	http://repository.upi.edu/id/eprint/133949

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