STRATEGI KOMUNIKASI PERLASI (PERSATUAN LAYANG LAYANG SELURUH INDONESIA) DALAM MENINGKATKAN KESADARAN PERMAINAN LAYANGAN

Ranti Ekasari, Leonita Kusumawardhani

Abstract


This study aims to analyze PERLASI's marketing communication strategies to raise public awareness of the traditional kite game. The research adopts a descriptive qualitative method, with data collected through in-depth interviews with PERLASI's Chairman and members. The findings indicate that PERLASI effectively employs marketing strategies through social media, national-scale competitions, and collaborations with local communities. These strategies successfully engage younger generations while reinforcing cultural preservation. The application of the POAC management theory (Planning, Organizing, Actuating, Controlling) serves as a crucial foundation for aligning tradition preservation with the digital era. This study highlights how structured and innovative approaches can sustain traditional games as cultural identity symbols and cross-generational educational and recreational media.

Keywords


Communication strategies, Traditional games, PERLASI

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DOI: http://dx.doi.org/10.52429/progressio.v6i1.1454

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