BRANDING KOMUNITAS TEATER KELILING UNTUK MEMPERTAHANKAN SENI BUDAYA INDONESIA

Amadea Qureta Ayunina, . (2025) BRANDING KOMUNITAS TEATER KELILING UNTUK MEMPERTAHANKAN SENI BUDAYA INDONESIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The digital era phenomenon has become a challenge for various art sectors, especially culturally based theater performing arts. This study aims to describe the branding of the Teater Keliling community in an effort to maintain Indonesian cultural arts, using the concept of Brand Expression from Sicco Van Gelder. This study uses a qualitative method with a case study approach. The data collection techniques used are interviews, observations and documentation. Interviews were conducted with several members and audiences of Teater Keliling, while observations were conducted during the rehearsal process for their upcoming performance. Data were analyzed through the stages of data reduction, data display and conclusions (drawing/verifying), then validated using source triangulation technique. Results of the study show that the Teater Keliling brand positioning is seen in its efforts to actively travel while representing cultural values by having distinctive characteristics in each of its performances, distinguishing them from other theater groups. Their brand identity is reflected through their values, principles, stage visualization, use of social media and their hopes to continue to be a representation of cultural theater. Finally, Teater Keliling's brand personality is based on a strong passion for preserving Indonesian culture, which ultimately reflects the familial nature of their community and performances, their fighting spirit, and their adaptive competence in the digital age. Teater Keliling strives to create an image that aligns with their initial goal of preserving Indonesian arts and culture in the digital era with this branding approach.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2110411029] [Pembimbing: Dede Suprayitno] [Penguji 1: Siti Maryam] [Penguji 2: Anindita Lintangdesi A.]
Uncontrolled Keywords:	Community Branding, Indonesian Cultural Arts, Brand Expression
Subjects:	H Social Sciences > H Social Sciences (General) N Fine Arts > NX Arts in general
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	AMADEA QURETA AYUNINA
Date Deposited:	07 Aug 2025 04:35
Last Modified:	07 Aug 2025 04:35
URI:	http://repository.upnvj.ac.id/id/eprint/39117

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