STRATEGI PROMOSI IDENTITAS BUDAYA LOKAL MELALUI MEDIA FASHION SHOW DESA KEJAPANAN

Otto Fajarianto, Nabielah Assufi, Davinta Kusuma Wardhani, Marini Eka Marsyelyna, Tiara Amalia Adha, Cinta Nadinda Putri Abadi

Abstract


This research aims to examine strategies for promoting local cultural identity thru fashion shows
in Kejapanan Village using a participatory approach (Participatory Action Research). This
approach involves researches and village government directly in all stages of the activities, from
identifying cultural potential and promotion issues, joint planning, implementing promotion
strategies, to evaluating the result. Data collection was conducted thru observation, interviews, and
documentation of the promotion process as well as the implementation of the fashion show. The
research result show that the promotion strategy implemented combines traditional media, such
as pamphlets, and digital media, including social media publications. The involvement of
community leaders, MSME actors, and the younger generation has become an important factor in
increasing the appeal and participation of the audience. The fashion show that was held not only
served as a platform to showcase batik-based of local cultural identity while also strengthening pride
in regional cultural heritage. This research recommends sustainable promotion strategies based on
collaboration and supported by community networks to expand audience reach in the future.

Keywords


Promotion Strategy, Local Cultural Identity, Fashion Show, Participatory, Kejapanan Village

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DOI: http://dx.doi.org/10.17977/um078v8i12026p%25p

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