Exploring the Potential of Integrated Marketing Communication in Building Brand Equity at Ane Epiah Aindrad Waterfall Nature Destination

This research aims to analyze the potential application of Integrated Marketing Communication (IMC) in building brand equity for the natural destination at Ane Epiah Aindrad Waterfall in Tambrauw Regency, Southwest Papua. This destination has high natural tourism potential, but it has not been formally developed and has limitations in terms of promotion, brand identity, and marketing communication systems. This study adopts a qualitative methodology and collects data through in-depth interviews with a variety of informants, including local government officials, company owners, village authorities, community leaders, and visitors. The research results show that the condition of destination communication is still informal and not yet integrated, resulting in low brand awareness and the absence of a strong brand image. In addition, supporting factors such as natural potential and local community involvement have not been matched by adequate institutional systems and infrastructure. This study found that the implementation of IMC has significant potential in increasing the visibility of destinations through the integration of digital media, promotion, and community-based communication. Thus, IMC can be a strategic approach in building sustainable brand equity for natural destinations that are still in the early stages of development.