Strategi KBRI Bangkok dalam Mempromosikan Kebudayaan Indonesia melalui e-Library

Abstract

Abstract—The Indonesian Embassy in Bangkok has just launched a digital library application called "The Indonesian Embassy in Bangkok e-Library" which contains books about Indonesian culture. This application is the first Indonesian Embassy e-Library. This research is entitled "The Indonesian Embassy's Bangkok Strategy in Promoting Indonesian Culture through" e-Library "(Case Study of the Implementation of the Indonesian Embassy's Bangkok Strategy in Promoting Indonesian Culture through the" Indonesian Embassy in Bangkok e-Library "Application)". The purpose of this research is to find out how the Indonesian Embassy in Bangkok strategy in promoting Indonesian culture through e-Library application. The method in this research is a qualitative method with a case study approach. Supporting data was obtained through interviews with key informants namely the Head of Education and Culture Attache of the Indonesian Embassy in Bangkok, then the main informant was the application administrator of the Indonesian Embassy in Bangkok e-Library, and students who used this application. Researchers also conduct direct observation, documentation and literature study. The results obtained are the strategy used is the implementation of Digital Public Relations using TTL (Through The Line) tools included in Two Way Digital Marketing. Positioning to be achieved is as the Indonesian Embassy in the pioneer in the promotion of culture through digital applications. The steps used refer to the Operational PR phase. The reason the Indonesian Embassy in Bangkok uses this application as a cultural promotion tool is as an implementation of the Indonesian Embassy in Bangkok as an adaptive representative office.

Keywords—Promotion Strategy, Digital PR, Embassy of The Republic of Indonesia in Bangkok, e-Library