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Lektur Jurnal Ilmu Komunikasi
Article . 2025 . Peer-reviewed
License: CC BY NC SA
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Lektur Jurnal Ilmu Komunikasi
Article . 2025
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KOMUNIKASI BUDAYA SEBAGAI STRATEGI PEMASARAN: STUDI NETNOGRAFI PADA AKUN TIKTOK @PESONAINDONESIA

descriptionPublicationkeyboard_double_arrow_right Article 26 Jun 2025Publisher:Universitas Negeri YogyakartaJournal:Lektur: Jurnal Ilmu Komunikasi, volume 8, pages 22-31 (eissn: 2988-344X, Copyright policy )
Authors: Muhammad Rio Fariza; Tita Melia Milyane; Moch. Armien Syifaa Sutarjo; Muhammad Al Assad Rohimakumullah; Septiana Yustika Widyaningrum;

doi: 10.21831/lektur.v8i2.23840

KOMUNIKASI BUDAYA SEBAGAI STRATEGI PEMASARAN: STUDI NETNOGRAFI PADA AKUN TIKTOK @PESONAINDONESIA

Abstract

Penelitian ini membahas strategi komunikasi budaya yang digunakan oleh akun TikTok resmi Kementerian Pariwisata Indonesia @pesonaindonesia dalam mempromosikan destinasi wisata dan budaya lokal kepada generasi Z. Dengan menggunakan pendekatan netnografi, studi ini menganalisis lima konten dengan tingkat interaksi tertinggi yang diposting antara Januari hingga Mei 2025. Model encoding/decoding Stuart Hall digunakan untuk memahami bagaimana audiens menafsirkan konten berdasarkan latar budaya masing-masing. Hasil menunjukkan bahwa komunikasi budaya melalui format digital yang kreatif dan mengikuti tren viral efektif dalam membangun keterlibatan audiens. Temuan juga menunjukkan bahwa penggunaan gaya komunikasi non-formal serta audio viral dapat memperkuat atau, namun disisi lainnya, dapat mengaburkan pesan utama promosi budaya. Studi ini menegaskan pentingnya penyesuaian strategi komunikasi budaya dalam konteks digital guna mencapai efektivitas pesan dan keterlibatan audiens secara optimal.

Keywords

Communication. Mass media, P87-96, komunikasi budaya, netnografi, encoding/decoding, strategi pemasaran digital, promosi wisata

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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
gold