Abstrak
ABSTRACT This thesis is entitled: "Digital Marketing Strategy Analysis in Increasing the Number of Visit in the Padang Padang Tourism Destination Compiled by Fredyansyah NIM 3521038 Student of Sharia Tourism Study Program, Faculty of Islamic Economics and Business, Sjech M. Djamil State Islamic University M. Djamil Djambek Bukittinggi, 2025. This research discusses digital marketing strategies in increasing the number of visits to Gunung Padang tourist destinations in Padang City. The background of this research is based on the phenomenon of the low level of tourist visits, although this destination has a strong historical, cultural and natural attraction. In the context of modern tourism, digital marketing is an important approach because of changes in the behavior of tourists who currently rely on the internet and social media in planning a tour. This study aims to analyze digital marketing strategies through social media and identify the challenges faced in managing destination promotions. The method used is a descriptive qualitative approach with data collection techniques in the form of in -depth interviews, field observations, and documentation. This study identified that the application of digital marketing strategies, especially through social media such as Instagram, has an impact on increasing visits. However, its application is still limited, and promotional content is not optimal. Based on the analysis of findings, effective digital marketing strategies need to include the digital marketing mix (products, prices, places, and promotions), the use of various digital platforms such as Tik Tok and Youtube, as well as the preparation of creative and consistent content. This research also revealed challenges such as budget constraints, HR skills, as well as the lack of coordination between related parties. Therefore, it is necessary to strengthen the role of social media, branding destinations, and collaboration with creative industry players to build visibility and attraction of Mount Padang. This study concluded that digital marketing strategies have great potential in increasing tourist visits if they are systematically designed, data -based, and in accordance with the behavior of today's digital tourists.