Utilization of Video Communication to Promote Traditional Clothing in the South Bengkulu Region
Study on the Instagram Account @Sanggar_Bumisekundang
Keywords:
Utilization, Visual Communication, Promotion, South Bengklulu Traditional ClothesAbstract
This research aims to determine the use of visual communication in the promotion of traditional clothing in the South Bengkulu region, with a focus on the Instagram account @sanggar_bumisekundang. The research method used is descriptive qualitative, while the theory used is in the realm of visual communication according to Sanyoto (2005), techniques for collecting data through observation, interviews and documentation. With relevant informants, such as studio owners and community leaders. The research results show that graphic design is used by @sanggar_bumisekundang to display cultural identity strongly through the choice of symbolic colors and a balanced composition, and is able to attract attention and increase consumer appreciation of local cultural values. Furthermore, the advertising design prioritizes educational elements with South Bengkulu cultural narratives in captions that build emotional closeness and consumer understanding. Meanwhile, interactive multimedia designs, such as videos and story content, function to strengthen consumer engagement and are able to build a digital community that cares about preserving the traditional culture of South Bengkulu. So it can be concluded that the use of visual communication to promote traditional clothes from the South Bengkulu region on the Instagram account @sanggar_bumisekundang is quite effective in promoting traditional clothes from South Bengkulu.
References
Ahmad, R., & Salim, N. (2021). Digital visual communication strategies on social media for cultural promotion. Journal of Media and Culture, 14(2), 88–102.
Amalia, annisa, (2021). Studi Deskriptif Analisis Nilai Estetik Ragam Hias Pakaian Adat Pengantin Serawai, Bengkulu. Thesis, University Negeri Jakarta.
Andhita, (2021). Komunikasi Visual (Vol. 1). Zahira Media Publisher.
Anggraini, Nathalia, (2018). Desain Komunikasi Visual. Nuansa Cendekia: Bandung 201.
Budianto, A. (2022). Peran media sosial dalam promosi warisan budaya lokal. Jurnal Komunikasi Nusantara, 4(1), 55–64.
Chandra, M., & Yunita, S. (2023). Instagram-based visual storytelling for cultural identity preservation. International Journal of Digital Society, 8(3), 112–125.
Dewi, A. P., & Hartono, L. (2020). Pemanfaatan konten visual dalam penguatan identitas budaya daerah. Jurnal Desain & Budaya, 6(2), 74–85.
Firmansyah, I. (2024). Tren komunikasi visual di era digital dalam pelestarian budaya Indonesia. Jurnal Ilmu Komunikasi Kreatif, 3(1), 99–110.
Hidayat, R., & Maulida, S. (2022). Efektivitas Instagram sebagai media promosi produk budaya lokal. Jurnal Komunikasi dan Media Baru, 5(2), 40–52.
Jnews (2025). Mengenal Pakaian Adat Bengkulu: Makna, Jenis, dan Keunikannya. Diakses Melalui https://jnewsonline.com/pakaian-adat-bengkulu/
Kamila, dkk, (2024). Pakaian Adat Bundo Kandung, Simbol Identitas dan Warisan Budaya Minangkabau. ALFIHRIS: Jurnal Inspirasi Pendidikan, 3(1), 14-28.
Kurniawan, D., & Sari, P. (2023). Visual branding of local cultural products through social media marketing. Asian Journal of Creative Communication, 11(1), 33–47.
Lestari, A., & Hera, D W. (2021). Makna Motif Nago Besaung pada Kain Songket Pengantin di Rumah Songket Adis Palembang. Ars: Jurnal Seni Rupa dan Desain, 24(2), Article 2.
Lestari, N. (2025). Digital engagement strategies for traditional fashion promotion. Journal of Fashion Communication, 7(1), 12–26.
Meilani, T., & Pratama, D. (2020). Pengaruh konten visual pada minat generasi Z terhadap pakaian tradisional. Jurnal Media & Generasi, 2(3), 89–98.
Nurma ganusari, Namira Qonita. (2024). Komunikasi dalam Mempertahankan Identitas Sosial Studi pada Paguyuban Kediri Garuda Nusantara di News Menang Kabupaten Kediri. Undergraduate (s1) Thesis IAIN Kediri.
Putra, Gilang Oktaliana, (2024 ). Jenis Pakain Adat Bengkulu dan Keunikannya. Diakses Melalui https://www.gramedia.com/literasi/pakaian-adat-bengkulu/?srsltid=AfmBOoo5sCBNc0sB-dS0dR4r4JR_YXzpeBkFsEE7-ea4M90T5fAN80bs
Putri, S., & Azzahra, K. (2024). Strategi komunikasi visual pada UMKM fashion berbasis budaya. Jurnal Komunikasi Visual Indonesia, 5(2), 115–127.
Rahmadani, P. (2023). Peran influencer lokal dalam mempromosikan produk budaya. Jurnal Komunikasi Milenial, 4(1), 56–70.
Rahmaningtiyas & Rosmiati. (2024). Analisis Visual Representasi Identitas Budaya Lokal pada Ilustrasi Kerya Renata Owen. CITRAWIRA: Journal Of Advertising and Visual Communication, 5(1), 47-75.
Rohmadi (2011). Desain Komunikasi Visual Sebagai Media Promosi Wisata Kabupaten Sukoharjo.
Salmah, Y., & Nugroho, E. (2022). The use of typography and color in cultural promotion design. Journal of Visual Culture Studies, 9(2), 134–147.
Setiawan, H. (2021). Analisis desain grafis dalam media sosial untuk promosi pariwisata budaya. Jurnal Pariwisata Digital, 3(1), 28–39.
Suardi, Rizha, (2023). Media Promosi Rumah Batik Tulis Salingka Tabek. Jurnal Desain Komuniskasi Kreatif. 5(1), 7-14.
Sugiyono, (2020). Metode Penelitian Kualitatif, dan R&D Bandung: Alfbeta.
Wahyuni, R., & Karim, A. (2025). Visual engagement on Instagram for traditional fashion SMEs. Journal of Digital Creative Economy, 2(1), 71–85.
Wirman, dkk, (2024). Komunikasi Visual Pengenalan Tanjak dan Rumpak Sebagai Pelengkap Pakaian Adat Khas Palembang. Jurnal Vis ART: Jurnal Saw Rupa dan Desain. 02(02), 502-510.
Yuliani, M. (2020). Pengaruh komunikasi visual dalam preservasi identitas budaya lokal di media digital. Jurnal Komunikasi & Budaya, 8(2), 102–118.
