STRATEGI PEMASARAN SANGGAR TARI MUSI DALAM MEMPERTAHANKAN NILAI BUDAYA TARI TRADISIONAL

Abstract

Foreign cultures make it very easy to adapt to Indonesia, especially the younger generation of society. Not only the younger generation but "not all art people are able to be loyal to the sense of beginning that has been instilled in an era that is already global like today." It can be seen that sanggar Musi is quite difficult to maintain its existence in the midst of the era of globalization and what strategies Sanggar Musi uses in maintaining cultural values for 16 years until now. This discussion is how the marketing strategy in the musi studio is to map the cultural values of traditional dance and the obstacles that occur when carrying out the marketing strategy. The research that the author uses is field research (field research) with qualitative methods and data collection through: observation, interviews, and documentation with the concept of marketing strategies. the result of the marketing strategy carried out by Sanggar Musi in maintaining the cultural value of traditional dance, namely continuing to prioritize local geniuses from South Sumatra Province through costumes, dance moves, music, and accessories used by dancers. And promoting his studio through social media and word of mouth, has achieved the purpose of sanggar musi. The obstacle faced by the musi studio when carrying out a marketing strategy is when promoting through social media that is not very active. However, this obstacle is not very significant and there are other means that can help with word of mouth.