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All Journal Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Ilmu Komunikasi
Adhvidya, Adhvidya
Unknown Affiliation
Humanities Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Strategi Komunikasi Pemasaran Berbasis Kearifan Lokal untuk Memajukan Desa Wisata: Studi Kasus Kampung Wisata Keranggan Estriana, Virna; Pratami, Rezki; Adhvidya, Adhvidya
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i3.57931

Abstract

This study aims to explore the implementation of marketing communication based on local wisdom in Kampung Wisata Keranggan, identify the challenges encountered, and determine optimization strategies to enhance tourist attraction. Utilizing a phenomenological qualitative approach, this research analyzes in-depth interviews with village tourism managers, local communities, tourists, and representatives of local government. Additionally, it employs the Integrated Marketing Communication (IMC) theory as a framework to understand the consistency of messages conveyed through various communication channels. The findings reveal that communication approaches based on local wisdom, such as the promotion of traditional dances, handicrafts, and folklore, have successfully created an authentic image and attracted tourists. However, several challenges affect the effectiveness of these strategies, including limited funding, insufficient digital marketing skills, and inadequate access to technology. Moreover, inconsistencies in the scheduling of cultural activities pose significant challenges. To improve the effectiveness of marketing communication, the recommended optimization strategies include diversifying promotional content, enhancing the quality of digital infrastructure, providing marketing training for local communities, and strengthening collaboration with external stakeholders. By implementing these measures, Kampung Wisata Keranggan can fortify its position as a competitive and sustainable cultural tourism destination. This study is expected to provide practical contributions to the development of marketing communication strategies based on local wisdom and serve as an academic reference for further research in tourism marketing.
Fenomenologi Popularitas Organik Pengguna Non-Selebriti di Instagram Adhvidya, Adhvidya
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6765

Abstract

This journal examines the process of forming popular accounts on Instagram, carried out by individuals from ordinary backgrounds rather than celebrities or public figures. The study employs a qualitative approach with a descriptive phenomenological method to gain an in-depth understanding of participants’ experiences. Three participants were selected through purposive sampling based on the criterion of owning accounts that had already gained wide recognition. The research aims to answer a fundamental question: what truly creates a popular account on Instagram? The analysis reveals that popularity does not necessarily stem from an explicit motive to become popular, but rather emerges as a consequence of consistent and authentic everyday practices. Four main strategies identified in this study are consistency in posting content, creating characteristic content, engaging in reposting practices, and meeting followers’ expectations. These findings contribute significantly to the field of digital communication studies and serve as practical references for Instagram users seeking to understand the dynamics of popularity without relying on instant strategies. Ultimately, the results not only provide empirical insights into how popular accounts are formed but also establish a conceptual foundation for next development of communication studies. In theoretical terms, this study expands the understanding of how digital identity, everyday practices, and social interactions intersect in shaping popularity within social media spaces.
Co-Authors Estriana, Virna Pratami, Rezki