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Deddy Mulyana
Universitas Padjadjaran
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Transportation Other

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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 Ahmad Zuhdi Firdaus Amalia Djuwita Andang Iskandar Andang Iskandar, Andang Andi Subhan Amir Anjelia, Lydia Okva Arifi Arifi Asep Suryana Astri Wulandari Atie Rachmiatie Atwar Bajari Benazir Bona Pratamawaty Bertha Sri Eko Cece Sobarna Dadang Rahmat Hidayat Dadang Sugiana Damayanti, Ninis Agustini Devie Rahmawati Devie Rahmawati Diah Fatma Sjoraida Dian Wardiana Sjuchro dicky yusuf budiman kusmayadi Dwi Budi Santoso Edwin Rizal Eeng Ahman, Eeng Efi Fadilah Eni Maryani Fakhri Zakaria Farida Agus Setiawati Fiona Verity Giri Lumakto Gita Anita Hanny Hafiar Harningsih, Harningsih Henny Sri Mulyani Rohayati Hermito Gidion Hidayat, Veny Ilham Gemiharto Ira Mirawati Janah Sojanah, Janah Jenny Ratna Suminar Jenny Ratna Suminar K. Y.S. Putri Kadri Kadri Kadri Kadri Kamil, Dinda Nur Griya Kurniansyah, Rafli Akram Lartutul, Xavery Alberto Leviane Jackelin Lotulung Linda Zakiah Maimon Herawati Mila Viendyasari Musa, Hussein Gibreel Navarro, Charles Julian Santos Nia Kurniati Nindi Aristi Ninis Agustini Damayani Normansyah Nuraini, Fira Pujia Nuraini, Nanan Pandan Yudhapramesti Pawit M. Yusuf, Pawit M. Purwanti Hadisiwi Rayni Delya Hafni Rudy Harjanto S. Bekti Istiyanto Santi Susanti Santi Susanti, Santi Sarah Aisha Shaharoun, Awaluddin Siregar, Rachmi Kurnia Siti Karlinah Sri Seti Indriani Sumin, Sumin Susanne Dida Susie Perbawasari Tedjakumala, Ingrid Tendy Y. Ramadin Tine Silvana Rachmawati Tine Silvana Rachmawati Ujang Asmara Utamidewi, Wahyu Utamidewi, Wahyu Ute Lies Siti Khadijah Wiratri Anindhita Wiratri Anindhita Yaputra, Albert Yudhawirawan, Radhi Abimanyu Yulia Ayriza Yuyu Yohana Risagarniwa