Marketing Strategy of Wayang Kulit in Wukirsari Village Through Active Community Involvement in Social Media and Cultural Events

Abstract

Wayang kulit is one of Indonesia's intangible cultural heritages that has high artistic, philosophical, and historical value. Wukirsari Village, as one of the centers of wayang kulit craftsmen in Yogyakarta, has great potential in preserving and marketing this traditional art. This article discusses the marketing strategy of wayang kulit through a community participatory approach in utilizing social media and implementing cultural events. Using a qualitative descriptive method, data were collected through observation, interviews, and documentation of cultural actors, local communities, and creative business actors. The results of the study show that active community involvement in creating digital content, such as puppet making videos, promotions via Instagram and TikTok, and collaboration in local events such as cultural festivals, has been shown to significantly increase the appeal and reach of shadow puppet marketing. This strategy not only strengthens local cultural identity but also encourages the village's creative economy. Thus, the integration of local wisdom and digital innovation is key to marketing traditional culture in the modern era.