KOMUNIKASI BUDAYA SEBAGAI STRATEGI PEMASARAN: STUDI NETNOGRAFI PADA AKUN TIKTOK @PESONAINDONESIA
Tita Melia Milyane, Telkom University, Indonesia
Moch. Armien Syifaa Sutarjo, Telkom University, Indonesia
Muhammad Al Assad Rohimakumullah, Telkom University, Indonesia
Septiana Yustika Widyaningrum, Telkom University, Indonesia
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.
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DOI: https://doi.org/10.21831/lektur.v8i2.23840
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Copyright (c) 2025 Muhammad Rio Fariza, Tita Melia Milyane, Moch. Armien Syifaa Sutarjo, Muhammad Al Assad Rohimakumullah, Septiana Yustika Widyaningrum
Lektur: Jurnal Ilmu Komunikasi is published by Universitas Negeri Yogyakarta, Jl. Colombo Yogyakarta No.1, Karang Malang, Caturtunggal, Kec. Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta, Indonesia 55281 and licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) license.