STRATEGI KOMUNIKASI PEMASARAN PENJUAL LUKISAN WAYANG KLASIK KHAS KLUNGKUNG (Studi Kasus : Banjar Sangging Desa Kamasan Klungkung Bali)

Abstract

Classical Puppet Painting typical of Kamasan developed rapidly in ancient times, even since the era of the kingdom of Majapahit where Bali was controlled by Dalem Raja, a descendant of Sri Kresna Kepakisan. The artwork of the classic Kamasan Puppet Painting can be seen and found on the ceiling of the Taman Gili and Kerthagosa which is an ancient heritage building of the Klungkung kingdom which is used as one of the attractions in Klungkung. However, because artists or painters of Kamasan Classical Wayang Painting also directly involved in the marketing process, the marketing process is not yet effective where the seller must be able to focus on determining appropriate market segmentation and promotional media so that the income of the seller can be stable or increased. So, researchers want to know how the Marketing Communication Strategy of the Klungkung Distinctive Classic Puppet Painting Case Study Banjar Sangging, Kamasan Klungkung Village, Bali. The research method uses a qualitative approach, descriptive qualitative data analysis model, with data collection techniques Observation, Interview and Documentation. The research subjects are five classical puppet painting sellers. The results of the analysis note that the sellers use Direct and Indirect Marketing Communication Activities with the Marketing Communication Mix model.