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All Journal Interdisciplinary Social Studies Baitul Ulum: jurnal Ilmu Perpustakaan Nautical: Jurnal Ilmiah Multidisiplin Indonesia Libraria: Jurnal Ilmu Perpustakaan dan Informasi
Damayanti, Ninis Agustini
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Religion Humanities Computer Science & IT Education Engineering Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences

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Journal : Interdisciplinary Social Studies

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Creating Sustainable Content by Integrating Cultural Heritage on Instagram Tedjakumala, Ingrid; Damayanti, Ninis Agustini; Mulyana, Deddy; Perbawasari, Susie
Interdisciplinary Social Studies Vol. 2 No. 5 (2023): Special Issue
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v2i5.422

Abstract

Background: With the extensive research conducted on millennials and their behaviors, most resulting in understanding the generations as the digital generations who are always been stereotype and linked to negative adjectives. Aim: This research explores the various cultural heritage information use as Instagram content on a single origin coffee brand from Flores, Indonesia and gain a better understanding on how cultural heritage can become a sustainable content as an approach to digital marketing strategy. Method: The research was conducted on thirty Instagram followers of a single-origin coffee brand based in Jakarta, that uses coffee originating from Sikka, Flores. Findings: The descriptive analysis result from surveys and follow-up interviews resulting in three main archetypal characteristic of Indonesian Millennials in Jakarta who are more appreciative towards unorthodox content post on the brand’s Instagram account.
Co-Authors Besthari, Bian Deddy Mulyana Evi Nursanti Rukmana, Evi Nursanti Kamila, Dewi Nyarji, Regita Maharani Rismawanti, Anggun Rully Khairul Anwar Susie Perbawasari Tedjakumala, Ingrid Tine Silvana Rachmawati