Cultural and Tourism Ambassador: Jaka Rara of Cirebon City in Building Personal Branding
DOI:
https://doi.org/10.58905/apollo.v3i2.441Keywords:
Cultural TourismAbstract
Building a positive reputation in the community is an important part of personal branding, especially for those who serve as cultural representatives, such as Jaka Rara, the cultural and tourism ambassador of Cirebon City. In an effort to preserve the culture and local wisdom of Cirebon, social media serves as a strategic platform to introduce cultural values more widely to the community. This study aims to identify the strategies employed by Jaka Rara of Cirebon in building their personal brand as cultural and tourism ambassadors for the city of Cirebon. This qualitative research involves data collection through in-depth interviews, document analysis, and observation. The results of the research, using Peter Montoya's (2002) personal branding theory, show that Jaka Rara participants have successfully built specialization by strengthening their identity as a reflection of local culture, including the use of Cirebon's distinctive ornaments and mastery of cultural material. Additionally, the aspect of unity is evident in the consistency of cultural messages conveyed through various Instagram features, such as Q&A sessions, Instagram Live, responding to followers' comments, and creating contemporary content that reinforces the dissemination of tourism and cultural education about Cirebon City. This approach reflects the success of Jaka Rara Cirebon City in conveying cultural messages authentically and integrally.
References
Al Vania Agustin Nabila, Krisna Pambudi, N. N. (2023). Peran Duta Batik sebagai Media Pelestarian Batik Indonesia. Peran Duta Batik Sebagai Media Pelestarian Batik Indonesia. file:///C:/Users/Sefty/Downloads/ahuda,+924-Research+Results-2891-1-2-20231101 (3).pdf
Andreas Trianto Soewandi, R. W. (2021). Personal Branding dan Diri Otentik Menurut Sartre. https://ejournal.undiksha.ac.id/index.php/JFI/article/view/36064/19427
Deby Prasetio Agung, A. W. (2019). Peran Paguyuban Duta Wisata “Sekargading” dalam Mengembangkan Pariwisata di Kabupaten Batang. Peran Paguyuban Duta Wisata “Sekargading” Dalam Mengembangkan Pariwisata Di Kabupaten Batang. https://ijsed.ap3si.org/index.php/journal/article/view/6/6
Didin Nurul Rosidin, A. S. (2016). Keragaman Budaya Cirebon. In Keragaman Budaya Cirebon (Vol. 100). https://repository.syekhnurjati.ac.id/6248/1/Buku Keragaman Budaya Cirebon.pdf
Dienaputra, R. D., Yunaidi, A., & Yuliawati, S. (2021). Multikulturalisme Kebudayaan Daerah Cirebon. Panggung, 31(2), 93–105. https://doi.org/10.26742/panggung.v31i2.1313
Goffman, E. (1959). The Presentation of Self in Everyday Life. https://archive.org/details/presentationofs00goff
Hall, S. (1997). Representation : Cultural Representations and Signifying Practices. Representation : Cultural Representations and Signifying Practices. https://archive.org/details/representationcu0000unse
Kaputa, C. (2012). You Are A Brand. You Are A Brand. https://www.amazon.com/You-Are-Brand-Themselves-Business/dp/1857885805
Khumayah. (2023). Pembentukan Identitas Diri Generasi Z Melalui Media Sosial Instagram di Kalangan Mahasiswa. Imagionary, 2(1), 1–6. https://doi.org/10.51353/jim.v2i1.814
Lubis, M. (2019). Sistem Pendukung Keputusan Pemilihan Duta Kampus Menggunakan Metode AHP Dan VIKOR. Sainteks, 270–280.
Mita, T. (2022). Strategi Selebgram dalam Membangun Personal Branding Melalui Pengelolaan Akun Instagram. 4(2), 130–140.
Montoya, P. (2002). The Personal Branding Phenomenon (p. 233). https://books.google.co.id/books?id=ZIt0rdXb7y0C&printsec=frontcover&hl=id&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
Nainggolan, Y., Zaini, M., & Althalets, F. (2018). Penggunaan Media Sosial Instagram Untuk Menjunjung Peran Duta Wisata 2016-2017 Dalam Mempromosikan Pariwisata di Kalimantan Timur. Penggunaan Media Sosial Instagram Untuk Menjunjung Peran Duta Wisata 2016-2017 Dalam Mempromosikan Pariwisata Di Kalimantan Timur. https://ejournal.ilkom.fisip-unmul.ac.id/site/wp-content/uploads/2018/08/Jurnal yunita %2808-03-18-01-36-02%29.pdf
Nasrullah, R. (2015). Media Sosial Perspektif Komunikasi ,Budaya, dan Sosioteknologi. https://openlibrary.telkomuniversity.ac.id/home/catalog/id/103810/slug/media-sosial-perspektif-komunikasi-budaya-dan-sosioteknologi.html
Nurfalah, F., Prof, S., Lestari, P., & Widaningsih, T. (2021). Dalam media sosial.
Nuruzzaman. (2024). Edunity. 3(12), 1282–1291.
Pendit, N. S. (1986). Ilmu Pariwisata : Sebuah Pengantar Perdana (p. 321). https://books.google.co.id/books/about/Ilmu_pariwisata.html?id=R87rAAAACAAJ&redir_esc=y
Prof. Drs. Onong Uchjana Effendiy. (2009). Ilmu Komunikasi : Teori dan Praktek. https://elibrary.bsi.ac.id/readbook/207410/ilmu-komunikasi-teori-dan-praktek
Rosmalia, D. (2015). Identifikasi elemen fisik kebudayaan kraton sebagai pembentuk ruang lanskap budaya kota cirebon. Media Matrasain, 12(3), 44–53. https://ejournal.unsrat.ac.id/index.php/jmm/article/view/10653/10246
Soekanto Soerjono, S. B. (2017). Sosiologi Suatu Pengantar. Sosiologi Suatu Pengantar. https://lib.ui.ac.id/detail?id=20497892
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R & D Prof. Sugiono (p. 330). https://www.academia.edu/118903676/Metode_Penelitian_Kuantitatif_Kualitatif_dan_R_and_D_Prof_Sugiono
Wahab. (1996). Manajemen Pariwisata. Manajemen Pariwisata. https://www.researchgate.net/publication/370059913_Buku_Manajemen_Pariwisata
Widyastuti, D. A., Wiloso, P. G., & Herwandito, S. (2022). Analisis Personal Branding di Media Sosial (Studi Kasus Personal Branding Sha’an D’anthes di Instagram). ANALISIS PERSONAL BRANDING DI MEDIA SOSIAL (Studi Kasus Personal Branding Sha’an d’Anthes Di Instagram), 11(1), 1–16.
Woro Angga Dananto, S, K. (2020). Profil Budaya dan Bahasa Kota Cirebon Provinsi Jawa Barat (p. 103). https://anyflip.com/mcwnz/jetx/basic
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Putri Amalia, Siti Khumayah, Aghnia Dian Lestari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
