Enhancing the Competitiveness of Wukirsari Wayang Kulit Products through Optimising Instagram as a Digital Promotional Medium

Abstract

This community service activity aims to improve the competitiveness of Wukirsari leather puppet products through the optimisation of Instagram as a digital promotional medium, while also encouraging the preservation of local cultural values through an adaptive digital approach. The challenges faced include low digital literacy among artisans and the underutilization of Instagram as a strategic promotional tool. Existing posts tend to be static without narrative, lack aesthetic appeal, and are not interactive, thereby hindering the product's potential to reach a broader market. The method used is a participatory approach based on community empowerment, involving local artisans in the process of identifying problems, designing solutions, and implementing the programme. The activities were carried out in three stages: preparation (observation and interviews), implementation (training in the use of Instagram, creation of visual content and cultural narratives), and evaluation (review of the quality and consistency of participants' posts). The results of the activities showed a significant improvement in artisans' digital literacy and promotional skills. Participants successfully created business Instagram accounts, produced attractive visual content, and incorporated local cultural values through storytelling. Some participants began to show consistency in their posts and increased interaction with their audience. Additionally, the content produced was deemed capable of reflecting the aesthetic values and philosophy of wayang kulit, making it a tool for both promotion and the preservation of local culture.