STRATEGI BRANDING KEARIFAN LOKAL DALAM MEMPROMOSIKAN DESA SADE MELALUI MEDIA SOSIAL TIKTOK

Arum Augi, Arianti (2026) STRATEGI BRANDING KEARIFAN LOKAL DALAM MEMPROMOSIKAN DESA SADE MELALUI MEDIA SOSIAL TIKTOK. undergraduate thesis, Universitas Muhammadiyah Mataram.

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Abstract

Sade Village is a cultural tourism destination in Central Lombok Regency that offers distinctive attractions rooted in Sasak local wisdom, including traditional houses, weaving traditions, and traditional arts that have been preserved across generations. The growing use of social media has increased the importance of branding strategies in promoting these cultural values to wider audiences, particularly through TikTok. This study aimed to examine the role of local wisdom in establishing Sade Village’s branding identity and analyze local wisdom-based branding strategies through TikTok in shaping its image as a cultural tourism destination. A descriptive qualitative approach was employed, with data collected through interviews, observations, and documentation. The informants included Sade Village managers, representatives of the Central Lombok Regency Tourism Office, local residents, domestic and international tourists, and content creators. The collected data were analyzed using the Miles and Huberman interactive data analysis model. The findings indicate that local wisdom serves as a primary element in establishing Sade Village’s identity as a cultural tourism destination. However, the use of TikTok as a branding medium has largely been carried out independently by tourists and content creators, as Sade Village does not yet have an official TikTok account. This situation indicates the need for a more structured and strategic social media management approach to ensure that the cultural values of Sade Village are communicated consistently and sustainably. Such an approach is essential for strengthening Sade Village’s image as an authentic cultural tourism destination while expanding its digital reach to potential visitors.

Item Type:

Thesis (undergraduate)

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