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All Journal Al-Qalbu: Jurnal Pendidikan, Sosial dan Sains
Emanaksius Dasan
Universitas Indonesia Timur
Agriculture, Biological Sciences & Forestry Education Environmental Science Industrial & Manufacturing Engineering Social Sciences

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Analisis NICE Model Sebagai Komunikasi Pemasaran Pemuda Adat di Media Sosial dalam meningkatkan Penjualan Sarung Hitam Kajang: Analysis of NICE Model as Marketing Communication of Indigenous Youth on Social Media in Increasing Sales of Kajang Black Sarongs Rusli Rusli; Zulkarnain Hamson; Thiara Tri Funny Manguma; Nurhikmah Anggraeny; Emanaksius Dasan; Emil Fatra
Al-Qalbu: Jurnal Pendidikan, Sosial dan Sains Vol. 4 No. 2 (2026): Oktober 2026
Publisher : Yayasan Al-Amin Qalbu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59896/qalbu.v4i2.786

Abstract

The rapid growth of social media has transformed marketing communication strategies, including those adopted by culture-based micro, small, and medium enterprises (MSMEs). Indigenous Kajang youth utilize social media to promote the Black Kajang Sarong, a cultural product with both economic and heritage value. Previous studies have primarily focused on social media as a tool for promoting cultural tourism, while limited attention has been given to marketing communication strategies for cultural products using the NICE Model. This study aims to analyze the implementation of the NICE Model as a marketing communication strategy employed by Indigenous Kajang youth through social media to increase the sales of the Black Kajang Sarong. A qualitative case study approach was conducted in the Kajang Indigenous community, Bulukumba Regency. Data were collected through observation, in-depth interviews, and documentation, and analyzed using the Miles and Huberman interactive model. The findings indicate that the dimensions of novelty, interest, content, and engagement effectively enhance promotional attractiveness, strengthen consumer interaction, and reinforce the cultural value of the Black Kajang Sarong. The study concludes that the NICE Model provides an effective framework for digital marketing communication while supporting the promotion and preservation of local cultural heritage
Co-Authors Emil Fatra Nurhikmah Anggraeny Rusli Rusli Thiara Tri Funny Manguma Zulkarnain Hamson