Strategi Komunikasi Dalam Upaya Meningkatkan Eksistensi Sekaa Gong

Abstract

This research aims to analyze the existence of sekaa gong, steps in an effort to improve the existence of sekaa gong in Mataram City, factors that become obstacles in an effort to improve the existence of sekaa gong in Mataram City, and solutions to these obstacles. This research used a descriptive qualitative approach and was conducted in Mataram City. The data used consisted of primary data and secondary data, collected through observation, interviews, and documentation. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. Data validity tests include credibility, transferability, dependability, and confirmability tests. The results showed that the existence of sekaa gong in Mataram City was established through active participation in religious and cultural activities, as well as promotion strategies through social media, participation in religious activities, community performances, and collaboration with the government. However, the existence is faced with several obstacles, such as lack of interest from the younger generation, dual membership, internal conflicts, lack of utilization of social media, and lack of events. Proposed solutions include talent scouting of the younger generation, enforcement of membership rules, good internal communication, training on social media utilization, and seeking sponsorship support to hold more events. The implication of this research is the importance of implementing effective strategies to improve the existence of sekaa gong in Mataram City in order to preserve traditional cultural arts.