PROPOSED MARKETING STRATEGY TO INCREASE CULTURAL PERFORMANCES BY ENGAGING COMMUNITY AND SOCIETY CASE STUDY: DEPARTMENT OF CULTURE PROVINCE DKI JAKARTA

• Main Author: Trissa Pertiwi, Violetta
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/72123
• Institution: Institut Teknologi Bandung

The urban transformation of Jakarta 4.0 with a focus on residents as co-creators and governments as collaborators. Communities and society are the foundation for overcoming various problems and improving the quality of community services. As a centre of movement where Jakarta is made up of diverse tribes and cultures, the DKI Jakarta Culture Service is here to maintain cultural heritage and identity that has inherent cultural values to continue to protect, fostered, utilized, and developed. Based on the 2021 Cultural Development Index, the development of Indonesian culture is quite good but still needs to be improved. For DKI Jakarta, the index value for 2021 with values in the range 0-100 is 52.58 with a national index ratio of 51.90, but it has decreased from the 2020 score of 57.13 with a national index of 54.65. This research will discuss how to increase cultural performances as part of increasing cultural progress in DKI Jakarta by developing community potential using several marketing strategies to increase social awareness of cultural performances in the discussion of this research. Research methodology used for this research is by qualitative approach to explore and understand the meaning individuals or groups ascribe to a social or human problem. Primary data collection used from internal and external of Department of Culture DKI Jakarta and collecting external data by interview cultural performances participations from community art studios (sanggar seni) and individual artist in DKI Jakarta. The marketing strategy approach taken is community-based social marketing and content marketing through social media.