A Study of Indonesian Students' Interest in Traditional Culture Diversity as Preservation of the Quality of Traditional Martial Arts
DOI:
https://doi.org/10.61841/s8441v77Keywords:
Promotion, Product Quality, Social Media Promotion, Consumer Buying InterestAbstract
This study examines the diverse Indonesian traditional arts. Traditional dance, traditional musical instruments, traditional martial arts, and many more are almost extinct traditional cultures. Silat is considered one of Indonesia's traditional cultural arts, which has not been reduced by the younger generation, especially the millennial generation. The selection of respondents in this study is 100 students’ private universities in Bandung, where they have watched shows from these fighters. This show is a new concept, namely the appeal of pencak silat that has been modified with contemporary movements.
In this study, we used descriptive methods and verification methods. Path analysis has been used in this study to see how much influence modern Pencak Silat martial arts and promotion carried out through social media towards student interest in traditional martial arts.
Downloads
References
[1] Green, Thomas A. (2010). Martial Arts of the World: An Encyclopedia of History and Innovation. ABCCLIO. ISBN 9781598842432.
[2] https://en.wikipedia.org/wiki/Pencak_Silat
[3] Kotler, Philip and Amstrong, Gary (2014), Principles of Marketing, 12th Edition, Jilid 1 Terjemahan Bob Sabran Jakarta: Erlangga.
[4] Bob Sabran (2013: 143)
[5] As’ad, H.Abu Rumman, and Anas Y. Alhadid, “The Impact of Social Media Marketing on Brand Equity : An Empirical Study on Mobile Service Providers in Jordan”, Review of Integrative Business and Economics Research, vol. 3:1, 2014
[6] Kotler, Phillip dan Kevin L. Keller. (2016). Marketing Management, 16 edition. New Jersey: Pearson.
[7] Cohen, S. (2004). Social relationships and health. American Psychologist, Vol. 59, (8). 676-684.
[8] Juanim, 2004. Analisis Jalur dalam Riset Pemasaran. Bandung: Universitas Pasundan.
Downloads
Published
Issue
Section
License
Copyright (c) 2020 AUTHOR

This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.