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All Journal Jurnal Komunikasi LUGAS Jurnal Komunikasi Jurnal Dakwah dan Komunikasi
Elizabeth, Novianty
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Religion Languange, Linguistic, Communication & Media Social Sciences

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Marketing Communication of the Baduy People in Increasing Tourist Visits for Economic Recovery Post Covid-19 Pandemic Ram, Mutia Putri Sani; Yuliasari, Ika; Elizabeth, Novianty
Jurnal Dakwah dan Komunikasi Vol 9, No 1 (2024)
Publisher : Institut Agama Islam Negeri (IAIN) Curup

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29240/jdk.v9i1.9975

Abstract

Craftsmen of various typical Baduy products have experienced a decline in income since the Covid-19 pandemic. In the first year of the pandemic, visits to Baduy were still relatively high with 20,319 local tourists and 8 foreign tourists in 2020. Then visits shrank to 6,274 tourists throughout 2021. This article aims to see how marketing communications are applied in a more effective effort to increase tourist visits to recovery using a social phenomena approach with qualitative analysis. The results found show that an integrated approach, combining soft selling and hard selling, has succeeded in improving the economy of the Baduy community by increasing the number of visitors by 22%, especially in the context of revitalizing their traditional weaving industry. The pattern of interaction developed by the Baduy community towards tourists is active interaction, either face to face or in groups, where storytelling about Baduy culture and historical values attracts tourists in buying souvenirs and natural products from the Baduy community.
Persepsi Masyarakat Badui terhadap Pandemi Covid-19 Andriani, Yuyun; Wilantara, Made; Elizabeth, Novianty
LUGAS Jurnal Komunikasi Vol 7, No 1: JUNI 2023
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/lugas.v7i1.2907

Abstract

Communication is the main factor influencing the success of mitigating the Covid-19 pandemic in remote Baduy tribe areas. Traditional lifestyle practices in daily activities reflect the life of the Baduy tribe who are always guided by the tribe's cultural norms (pikukuh). It was found that there were no positive cases of Covid-19 in the Baduy tribe community. The aim of the study was to find out the communication strategy that the Puun (the highest cultural leader in Baduy Tribe) and the Jaro Pamarentah (Head of the village) emphasized in order to shape the social perceptions of the Baduy Tribe to avoid transmission of Covid-19. The research was conducted using qualitative methods with constructivism paradigm. This research shows that the perception of the Baduy Tribe is formed through the central role of the Puun and the Jaro Pamarentah through a cultural approach by giving an appeal that the Covid-19 outbreak is very dangerous based on the reality that is happening to the surrounding community. By implementing pikukuh in carrying out their daily life it is suggested that it protected them from the threat of the Covid-19 outbreak.
The Baduy Indigenous Community And The Utilization Of Information Technology Yuliasari, Ika; Elizabeth, Novianty; Junaidi, Ahmad
Jurnal Komunikasi Vol. 16 No. 2 (2024): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v16i2.31196

Abstract

The Baduy indigenous community consists of the Inner Baduy and Outer Baduy residents, with their settlement area in Kanekes Village, Leuwidamar District, Lebak Regency, Banten. The cultural norms of Sunda Wiwitan prohibit Baduy residents from adopting modern values in areas such as education, healthcare, and Information technology. However, the current communication reality contradicts the customary rules, as Outer Baduy residents use Information technology to support activities in agriculture, trade of agricultural products, and marketing of handicrafts.  The purpose of the study is to describe and analyze the phenomenon of the use of communication technology by the Baduy community. The ethnography of communication method is used to find the reality of interaction, practice and communication patterns. The Baduy indigenous community interacts with consumers through digital communication platforms. This reality can be reviewed from the perspective of symbolic interactionism and marketing communication. The research was undertaken employing a qualitative approach and utilizing the method of virtual ethnography analysis. Data collection was conducted through direct observations within the Baduy community settlements, in-depth interviews with selected informants, engaging in Focus Group Discussions (FGDs), documentation of information content disseminated through social media platforms, as well as capturing photographic evidence. The application of the virtual ethnography method encompassed an analytical examination of the intricacies of communication realities, exploration of the roles assumed by communication actors, meticulous crafting of virtual messages, and an in-depth exploration of the utilization patterns observed in the realm of social media. The results showed that the communication behavior of the Baduy Kaduketuk Luar community is an adaptation of a mediated communication system. The use of communication technology media is done autodidactically. marketing communication is carried out by advertising, direct marketing to agents, social media publications, face-to-face communication, and word of mouth marketing.
Co-Authors Ahmad Junaidi Ika Yuliasari Ram, Mutia Putri Sani Wilantara, Made Yuyun Andriani