Strategi Digital Marketing KBRI Bratislava dalam Mempromosikan Kebudayaan Indonesia
DOI:
https://doi.org/10.58192/populer.v5i2.4589Keywords:
Cultural Diplomacy, Digital Marketing, Indonesian Embassy In Bratislava, Public Diplomacy, Soft PowerAbstract
The development of digital technology has transformed communication strategies in public diplomacy. The Embassy of the Republic of Indonesia (KBRI) in Bratislava utilizes digital marketing to promote Indonesian culture in the Slovak Republic and strengthen Indonesia’s image abroad. This study aims to analyze KBRI Bratislava’s digital marketing strategies and examine their relationship with public diplomacy and Indonesia’s soft power. The research employed a descriptive qualitative approach using the grounded theory method. Data were collected through interviews with KBRI Bratislava officials, recipients of the Darmasiswa Program and Indonesian Arts and Culture Scholarship (BSBI), and Slovak citizens involved in cultural promotion activities. Secondary data were obtained from the 2025 KBRI Bratislava Performance Report, activity documentation, and social media content. The findings show that digital marketing is implemented through social media, official websites, the Virtual Indonesia House Slovakia platform, digital publications, cultural promotion, gastronomic diplomacy, educational promotion, and tourism promotion. These strategies increase public engagement, strengthen nation branding, and support Indonesia’s public diplomacy more broadly. This study concludes that digital marketing is an effective instrument of modern diplomacy for promoting Indonesian culture abroad.
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