<![CDATA[Preserving local culture is a crucial challenge amidst the currents of modernization, globalization, and digital transformation that influence social interaction patterns, including the sustainability of Genggong culture as one of the cultural identities of the Sasak people in Gelangsar Village, Gunungsari District, West Lombok Regency. This study aims to analyze the communication strategy of the Gelangsar Village Government in preserving Genggong culture and identify supporting and inhibiting factors in the process of cultural preservation. This study uses a descriptive qualitative approach with field research. Data were obtained through observation, in-depth interviews, and documentation, then analyzed using the Miles, Huberman, and Saldaña model through data reduction, data presentation, and drawing conclusions. The results show that the village government's communication strategy forms a communication model that is interpersonal, participatory, educative, and adaptive to digital transformation. Interpersonal communication, village deliberations, the use of traditional and digital media, as well as cultural education and youth regeneration are important factors in maintaining the existence of Genggong culture. However, cultural preservation still faces obstacles such as limited regeneration of artists, the dominance of popular culture, and suboptimal digital literacy in the community. Thus, communication strategies based on social collaboration and digital adaptation are key to the sustainability of Genggong culture as a local cultural heritage]]>
