ELEVATING THE SEDYO RUKUN KETHOPRAK ARTS BRAND: MARKETING AND PROMOTION STRATEGIES IN THE DIGITAL AGE

Abstract

This research aims to identify and analyze effective marketing and promotion strategies in improving the Sedyo Rukun kethoprak art brand in the digital era. This research uses qualitative and quantitative approaches to understand audience behavior and relevant promotional needs. The marketing strategies identified include the use of storytelling to build emotional connections, community building to increase loyalty, and the use of social media for content personalization. In addition, the research also highlighted the importance of transparency in the production process and company values. Using social media as the main platform, this research shows that relevant and informative content can increase brand awareness and boost sales. The results of this study can contribute to the Indonesian traditional arts industry in adapting digital marketing strategies to increase visibility and audience loyalty. Thus, this research can help Sedyo Rukun in developing a strong and relevant kethoprak brand in the digital era.