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Marketing Communications Manajement for Kamasan Painting Art In The Karangasem Tourism Vilaage, Klungkung Regency Bagus Ade Tegar Prabawa; I Made Ananda Wiguna; I Nyoman Surpa Adisastra; Ida Ayu Made Galih Wulandari
Samā Jiva Jnānam (International Journal of Social Studies) Vol. 2 No. 2 (2024): Vol. 2 No. 2 2024
Publisher : Fakultas Dharma Duta UHN IGB Sugriwa Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25078/ijoss.v2i2.4362

Kamasan tourist village presents painting as a tourist destination. The painting art in question is Classical Wayang painting which originated during the reign of King Dalem Waturenggong (1386-1460). It can be said that the art of Classical Wayang Painting is a cultural heritage passed down from generation to generation which has its own characteristics, namely, displaying pieces of stories taken from the Sutasoma Book, such as the Mahabrata, Ramayana and Tantri stories. The colors in Kamasan Classical Wayang paintings are usually taken from natural colors, for example for white using crushed bones, for black using charcoal which is then mixed with adhesive so it can stick to the canvas. Kamasan Wayang paintings use two dimensions, length and width, there is no perspective, so that you can't see far up and down, while the objects painted are like wayang, flat without perspective or depth. The style of the Kamasan Classical Wayang painting is quite easy to recognize, the basic color is light brown, taken from limestone. For black, use soot. However, as time went by, painters used watercolors to make them more vibrant. This product is one element of the running of tourism activities, but along with this, the running of tourism activities cannot be separated from various strategies that have been carried out both by the government and cannot be separated from the role of the community in supporting the running of this tourist village. One of the strategies that has been implemented in developing the Kamasan tourist village is the marketing communications management using direct and indirect marketing communications with a marketing communications mix model. Marketing communication management carried out by Wayang Kamasan painters to increase sales by using a communication mix (marketing mix). Direct marketing communication activities carried out by Wayang Kamasan painters such as distributing business cards and word of mouth promotion. However, it seems that Wayang Kamasan painters are more dominant in marketing communications via social media such as Instagram, TikTok and websites. Kamasan Wayang Painter carries out marketing communications with a marketing communications mix with 4Ps, namely, (1) Product. There are several products being marketed, such as: 1. Wayang Kamasan paintings 2. Keben or sok kasi 3. Fans 4. Drinking bottles 5. T-shirts 6. Bags or tote bags 95 Apart from the products that Wayang Kamasan painters prepare, namely, (2) Price. Price is the amount of money charged for a product or service which can be interpreted as the price being the amount that consumers must pay when making a purchase. As a self-employed Wayang Kamasan painter, he sells products and services simultaneously at prices that can compete in the market. (3) Promotion is an activity to disseminate information. Kamasan Wayang Painters carry out direct and indirect promotions starting from distributing business cards, and promoting through social media such as Instagram, TikTok and providing a website for the shopping process. (4) Place, the fourth point in the marketing communication strategy for Wayang Kamasan painters is a place, used as a place to produce products as well as an art shop. For each art shop, Wayang Kamasan painters provide signboards to make it easier for potential customers to find the location they want to go to. Key Word: Communication Management, Marketing, for Kamasan Painting Art

Strategi Komunikasi Penyuluh Agama Hindu dalam Menyampaikan Pesan Ajaran Agama Hindu di Kantor Kementerian Agama Kota Denpasar Damayanti, Ni Putu Trisna; Yasa, I Ketut Wardana; I Nyoman Surpa Adisastra
Widya Duta: Jurnal Ilmiah Ilmu Sosial Budaya Vol 19 No 2 (2024): Widya Duta September 2024
Publisher : UHN IGB Sugriwa Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25078/wd.v19i2.4027

The expectations of Hindu Religious Counselors in Denpasar City to reach a broader audience through social media do not align with the feedback on the content produced. Although the YouTube account of the Denpasar City Ministry of Religious Affairs has 4,270 followers, the number of likes and comments does not match the number of followers. The research questions in this article are: 1) How is the communication strategy planning of Hindu Religious Counselors in conveying Hindu teachings at the Denpasar City Ministry of Religious Affairs Office? 2) What media are used in the communication strategy of Hindu Religious Counselors in conveying Hindu teachings at the Denpasar City Ministry of Religious Affairs Office? and 3) What is the communication strategy of Hindu Religious Counselors in conveying Hindu teachings at the Denpasar City Ministry of Religious Affairs Office? The theories used include Persuasive Communication, Diffusion of Innovations, and Stimulus-Response. This research is qualitative. Data collection methods include observation, interviews, documentation, literature review, and online references. The research findings are: (1) Hindu Religious Counselors base their planning on the regulations set by the Directorate General of Hindu Community Guidance, specifically Minister of Administrative and Bureaucratic Reform Regulation No. 9 of 2021. (2) Hindu Religious Counselors at the Denpasar City Ministry of Religious Affairs use two types of communication media: offline communication media and online communication media. (3) The messages conveyed by the counselors always follow Tattwa, Susila, and Acara. Keywords: Communication Strategy, Counseling Message, Communication Media

Penggunaan Akronim "AUM" dalam Komunikasi Pemerintah Kabupaten Tabanan dengan Masyarakat I Nyoman Surpa Adisastra; Prabawa, Bagus Ade Tegar; Swarthini, Ni Nyoman Ayu; Arinatha, I Dewa Agung Wahyu
Widya Duta: Jurnal Ilmiah Ilmu Sosial Budaya Vol 20 No 1 (2025): Widya Duta Sosial Budaya pada Maret 2025
Publisher : UHN IGB Sugriwa Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25078/wd.v20i1.4344

Religious symbols or terms are often used in political contests in Indonesia, including in Bali. In Tabanan Regency, under the leadership of Regent I Komang Gede Sanjaya and Deputy Regent I Made Edi Wirawan, the vision is articulated as “Nangun Sat Kerthi Loka Bali melalui Pola Pembangunan Semesta Berencana menuju Tabanan Era Baru yang Aman, Unggul, Madani (AUM)”. The use of the acronym “AUM” is particularly interesting, as in Hinduism, the term “AUM” symbolizes the divine power of God with its three manifestations: Brahma, Vishnu, and Shiva. This study aims to: 1) Examine the meaning of the acronym “AUM” in the communication between the Tabanan Regency Government and the community; 2) Identify the impact of using the acronym “AUM” in such communication; and 3) Analyze the social ethics of using “AUM” in Tabanan Regency. This research used Semiotics Theory, Mass Communication Effects Theory, and Social Morality Theory. This research adopts a qualitative descriptive approach, with informants selected through purposive sampling. The findings indicate that the use of the acronym “AUM” in communication carries both political and philosophical significance. It is perceived to have positive impacts. From a social ethics perspective, the use of the acronym “AUM” has not yet received formal criticism, but further socialization is encouraged. In conclusion, the use of the acronym “AUM” by the Tabanan Regency Government is having positive impacts. However, broader socialization is necessary to clarify the distinction between the political aspect of “AUM” as an acronym and “AUM” as a sacred symbol in Hinduism. Keywords: AUM, communication, Hinduism

The STRENGTHENING THE ROLE OF CUSTOMARY VILLAGES IN SPIRITUAL TOURISM MANAGEMENT IN BALI I Nyoman Surpa Adisastra; Bagus Ade Tegar Prabawa
Ride: Journal of Cultural Tourism and Religious Studies Vol. 2 No. 1 (2024): Vol 2 No 1
Publisher : UHN IGB Sugriwa Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25078/ride.v2i1.3623

Abstract Spiritual tourism is becoming one of the trends in Bali. Many people are currently promoting spiritual tourism. Starting from the private sector as well as under the management of tourist villages or customary villages. One of the popular ones is melukat, which is generally done by bathing in a water source that they consider sacred. Although spiritual tourism has been managed and supervised, it sometimes comes with risks. There have been several instances of visitors breaking the rules in sacred places. For example, they were climbing onto a pelinggih (shrine). Customary villages in Bali have the authority to manage and develop tourist villages through Baga Utsaha Padruwen Desa Adat (BUPDA). As with official villages, customary villages can manage tourist villages by utilizing the potential of their area. One of them is spiritual tourism. In terms of regulations, the Bali Provincial Government has tried to provide a legal umbrella related to tourism management to customary villages. However, this is not enough. Customary villages, both in terms of institutions and communities, can strengthen their role if they can manage tourist attractions in their area. One of the important things in this case is the formation and strengthening of the quality of Human Resources (HR). In spiritual tourism management, customary villages need to have reliable human resources. Of course, to procure quality human resources requires a lot of money. Especially if recruiting professionals in their fields. However, following the spirit of gilik-saguluk (togetherness), salunglung sabayantaka (cooperation), and sareng-sareng (participation) owned by indigenous villages, quality human resources can be formed through the empowerment of krama (community members) of indigenous villages who can manage tourism, based on education and experience. On the other hand, some cases involving visitors to sacred places in Bali are certainly detrimental to customary villages, both institutionally and as a community. This relates to the impact caused, when inappropriate things are done in sacred places, for example climbing or sitting on pelinggih, doing damage, and so on. Although the customary village has made efforts to supervise cases have recurred. Therefore, customary villages or managers cannot work alone in terms of this supervision. The involvement of security forces is needed. The customary village already has pecalang who is in charge of security. However, pecalang must also be supported through training by involving related institutions, such as the police. This research addressed three issues: 1) How is the authority of customary villages in Bali in the management of tourism in the region? 2) How is the strategy to strengthen the role of customary villages in the management of spiritual tourism? 3) What are the efforts of customary villages in monitoring spiritual tourism in their area? The purpose of writing the article is to examine the authority of customary villages in tourism management, strengthening the role of customary villages in spiritual tourism management, and supervision of spiritual tourism in their area. The method used is qualitative through a literature research. Data is collected from previous literature that discusses spiritual tourism and the role of customary villages and then analyzed. Keywords: spiritual tourism, customary village, Hinduism

DAYA TARIK KONTEN MEDIA SOSIAL TIKTOK TERHADAP WISATA SPIRITUAL PENGELUKATAN (STUDI KASUS AKUN TIKTOK TAMAN BEJI GRIYA WATERFALL 369) Made Ika Kusuma Dewi; I Nyoman Surpa Adisastra; Bagus Ade Tegar Prabawa
Jurnal Pariwisata Budaya: Jurnal Ilmiah Pariwisata Agama dan Budaya Vol 10 No 1 (2025): Volume 10 No 1
Publisher : UHN IGB Sugriwa Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25078/pariwisata.v10i1.4707

The attraction of tiktok social media content towards spiritual tourism plays a significant role in promotional media. tiktok content is often used as a link in information and connection between creators and the public. The public obtains information about spiritual tourism, namely hugging on the tiktok social media account @beji_griya_waterfall and creators can make a positive contribution in increasing local community income due to the management of spiritual hugging tourism at Beji Griya Waterfall Park and tourists who get spiritual healing and healing experiences. In the digital era, technological developments and the presence of social media have changed the way individuals interact, communicate and share information. How social media such as tiktok provides activities in communicating through video content and the features provided by tiktok social media can be an effective tool in conveying information about the spiritual tourism experience of melukat and healing at Beji Griya Waterfall Park. This approach aims to find out how TikTok social media has an impact on the audience at Beji Griya Waterfall Park. The type of approach used in this research is a qualitative perspective. Data analysis in this research was carried out using the triangulation technique analysis method, defined as a way of validating the data. This data includes using observation, interview and documentation techniques. Keywords: Social Media, Tiktok Account @beji_griya_waterfall, Spiritual Tourism, Taman Beji Griya Waterfall

KOMUNIKASI PERSUASIF MALU DONG COMMUNITY BERBASIS TRI HITA KARANA DALAM KEGIATAN BACK TO SCHOOL DI SEKOLAH DASAR NEGERI 2 LANDIH DESA LANDIH KECAMATAN BANGLI KABUPATEN BANGLI Lanang Panji; I Gusti Ayu Ratna Pramesti Dasih; I Nyoman Surpa Adisastra
Integrative Perspectives of Social and Science Journal Vol. 3 No. 06 Juni (2026): Integrative Perspectives of Social and Science Journal
Publisher : PT Wahana Global Education

Show Abstract | Download Original | Original Source | Check in Google Scholar

Permasalahan lingkungan menjadi salah satu isu global yang memerlukan perhatian sejak usia dini melalui pendidikan dan pembentukan kesadaran lingkungan pada peserta didik. Dalam konteks tersebut, komunitas sosial memiliki peran penting sebagai mitra pendidikan dalam menanamkan nilai-nilai kepedulian lingkungan kepada siswa. Salah satu komunitas yang aktif melakukan edukasi lingkungan adalah Malu Dong Community melalui program Back to School yang dilaksanakan di SD Negeri 2 Landih, Desa Landih, Kecamatan Bangli, Kabupaten Bangli. Penelitian ini bertujuan untuk menganalisis strategi komunikasi persuasif Malu Dong Community berbasis Tri Hita Karana, mengidentifikasi kendala yang dihadapi selama pelaksanaan kegiatan, serta menganalisis implikasi penerapan strategi komunikasi tersebut terhadap siswa. Penelitian menggunakan metode kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui observasi, wawancara mendalam, dokumentasi, dan studi kepustakaan. Informan penelitian terdiri atas pengurus Malu Dong Community, pihak sekolah, dan siswa yang mengikuti kegiatan Back to School. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi komunikasi persuasif yang diterapkan dilakukan melalui pendekatan interaktif, edukatif, komunikatif, dan partisipatif dengan memanfaatkan bahasa sederhana, storytelling, permainan edukatif, komunikasi dua arah, pemberian contoh langsung, serta praktik lapangan yang dikaitkan dengan nilai-nilai Tri Hita Karana. Kendala yang dihadapi meliputi perbedaan tingkat pemahaman siswa, keterbatasan fokus peserta, suasana kelas yang dinamis, serta keterbatasan waktu pelaksanaan. Strategi komunikasi persuasif berbasis Tri Hita Karana memberikan implikasi positif terhadap peningkatan kesadaran lingkungan, partisipasi siswa dalam menjaga kebersihan sekolah, serta tumbuhnya sikap tanggung jawab dan kepedulian sosial terhadap lingkungan sekitar.

Marketing Communication Strategy for MSMEs Through Content Short Video 2022–2025: Literature Review Ni Made Intan Dwi Sukma; Wayan Indra Surya Pratiwi; Ni Komang Pasek Riski Artaningsih; Ni Luh Wina Antari; I Nyoman Surpa Adisastra
International Journal of Social Studies Vol. 4 No. 1 (2026): Vol. 4 No. 1 (2026)
Publisher : Fakultas Dharma Duta UHN IGB Sugriwa Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25078/ijoss.v4i1.5909

The rapid development of the new media ecosystem has fundamentally transformed the landscape of digital interaction, demanding Micro, Small, and Medium Enterprises (MSMEs) to adopt short video-based marketing communication strategies. This research aims to analyze determinant factors, effective strategies, and implementation challenges through a literature study of 20 scientific articles (2022–2025) using the TCCM (Theory, Context, Characteristics, Method) analysis framework. The synthesis results show that short video adoption is driven by the adaptation of audience preferences in the new media era, the efficiency of organic reach costs due to content distribution accessibility, and mediatization pressure in the form of competitive pressure. The most effective communication strategies integrate edutainment based soft-selling approaches, visual hook optimization within the AIDA framework, and the utilization of interactive features to trigger consumer participation. However, the implementation of these strategies is still hindered by digital literacy gaps, content inconsistency, and ROI measurement ambiguity due to dependence on third-party platforms. This research concludes the need for developing adaptive mentoring models and independent performance evaluation metrics to ensure the sustainability of MSME competitiveness in the digital ecosystem.

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