Literasi Digital Masyarakat Lokal dalam Mengelola Narasi Budaya di Instagram: Studi Kasus @desawisatawayang
(1) * Sri Herwindya Bw Mail (Universitas Sebelas Maret, Indonesia)
(2) Eka Nada Shofa Alkhajar Mail (Universitas Sebelas Maret, Indonesia)
(3) Ina Primasari Mail (Universitas Sebelas Maret, Indonesia)
*corresponding author

Abstract


Desa Sidowarno di Kabupaten Klaten, Jawa Tengah, Indonesia, merupakan desa wisata yang dikenal atas kerajinan wayang kulit berbahan kulit kerbau tradisional dan masuk dalam 75 Besar Anugerah Desa Wisata Indonesia (ADWI) tahun 2023. Selain sebagai pusat produksi, desa ini juga menawarkan paket wisata edukasi yang meliputi lokakarya penyesetan, penatahan, dan pewarnaan, serta pertunjukan wayang. Untuk meningkatkan daya tariknya, desa ini memanfaatkan pemasaran melalui media sosial. Penelitian ini menganalisis penggunaan copywriting di media sosial sebagai strategi komunikasi pemasaran. Penelitian menggunakan desain kualitatif dengan teknik pengumpulan data berupa dokumentasi dan analisis isi kualitatif sebagai metode analisis. Sampel penelitian berupa unggahan pada akun resmi @desawisatawayang, dengan unit analisis mencakup proses tatah sungging, kunjungan wisata edukasi, dan pertunjukan wayang. Hasil penelitian menunjukkan bahwa desa ini menerapkan copywriting persuasif untuk menarik perhatian, menumbuhkan minat, dan membangun kedekatan psikologis dengan audiens. Gaya bahasa yang muda, ditandai dengan nada informal, narasi percakapan, dan diksi yang fleksibel, berfungsi sebagai strategi adaptif yang memperkuat keterhubungan dengan audiens serta memposisikan destinasi sebagai tempat yang mudah diakses dan kaya nilai budaya

Keywords


Copywriting; Desa Wisata; Instagram; Media Sosial; Pemasaran

   

DOI

https://doi.org/10.31604/jim.v10i1.2026.580-590 		      

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.