The Effectiveness of Instagram as A Communication Media in Promoting East Java’s Traditions and Arts in The Modern Era: Study on PPST DISBUDPAR Jawa Timur.
- DOI
- 10.2991/aebmr.k.200606.017How to use a DOI?
- Keywords
- Communication media effectiveness, Instagram, Traditions and arts enthusiast
- Abstract
PPST, stands for Paguyuban Peminat Seni Tradisi Jawa Timur, or the Association of East Java’s Tradition and Arts Enthusiasts, is one of many programs which is under responsibility of UPT Laboratorium Penelitian dan Pengembangan Kesenian (Integrated Technical Unit of Research and Development Laboratory of Arts) DISBUDPAR Jawa Timur (Culture and Tourism Office of East Java). PPST has several activities and programs to increase insights and preserve the culture of East Java for the wider community. Unfortunately, information’s regarding these activities and programs are not well-publicized. This is mainly because PPST still use a conventional communication media. Also, the promotional media is ineffective especially to attract the interest of a younger and wider range of audience. The purpose of this research is to design the Instagram business profile as a communication media of PPST and to measures its effectiveness. Instagram was chosen because it is the most used application by the young adults and teenagers, since the main purpose of PPST programs are to attract young people to enjoy and participate in the activities organized by PPST. This research used action research method, which was creating Instagram of PPST and designing its contents, also making an appropriate hashtags. In addition, this research also monitored the activity and movement of the numbers of followers, likes, and views for specified time range. The result of this research is that the use of Instagram as a communication media has proven to be effective by 85% compared to conventional marketing communication media that has been carried out by PPST. The percentage represented the average effectiveness of the increasing number of followers, likes and views. This result was indicated that well-design and well-communicated activities and programs related to a traditional performing arts will definitely attract a wider and younger range of audiences.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Phima Ruthia Dwikesumasari AU - Palma Krismonita AU - Agustin Rulirianto PY - 2020 DA - 2020/06/09 TI - The Effectiveness of Instagram as A Communication Media in Promoting East Java’s Traditions and Arts in The Modern Era: Study on PPST DISBUDPAR Jawa Timur. BT - Proceedings of the 23rd Asian Forum of Business Education(AFBE 2019) PB - Atlantis Press SP - 107 EP - 112 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200606.017 DO - 10.2991/aebmr.k.200606.017 ID - Dwikesumasari2020 ER -