STRATEGI KOMUNIKASI PERLASI (PERSATUAN LAYANG LAYANG SELURUH INDONESIA) DALAM MENINGKATKAN KESADARAN PERMAINAN LAYANGAN

Abstract

This study aims to analyze PERLASI's marketing communication strategies to raise
public awareness of the traditional kite game. The research adopts a descriptive
qualitative method, with data collected through in-depth interviews with PERLASI's
Chairman and members. The findings indicate that PERLASI effectively employs
marketing strategies through social media, national-scale competitions, and
collaborations with local communities. These strategies successfully engage younger
generations while reinforcing cultural preservation. The application of the POAC
management theory (Planning, Organizing, Actuating, Controlling) serves as a crucial
foundation for aligning tradition preservation with the digital era. This study highlights how
structured and innovative approaches can sustain traditional games as cultural identity
symbols and cross-generational educational and recreational media.