Penerapan Nilai Tri Kaya Parisudha dalam Komunikasi Strategis untuk Branding Digital yang Berkelanjutan Berbasis Budaya Bali
DOI:
https://doi.org/10.31851/jmanivestasi.v7i1.19308Abstract
ABSTRAK
Era transformasi digital menuntut strategi branding yang tidak hanya fokus pada aspek visual dan pemasaran semata, tetapi juga mengedepankan komunikasi yang berkelanjutan dan bermakna secara budaya. Penelitian ini mengkaji implementasi nilai kearifan lokal Tri Kaya Parisudha manacika (berpikir baik), wacika (berkata baik), dan kayika (berbuat baik) sebagai fondasi dalam komunikasi strategis branding digital. Melalui pendekatan kualitatif deskriptif, penelitian ini menelaah bagaimana nilai-nilai tersebut dapat diintegrasikan dalam narasi, gaya bahasa, dan aktivitas kampanye brand untuk membangun hubungan yang autentik dan berdampak sosial budaya. Hasil analisis menunjukkan bahwa penerapan Tri Kaya Parisudha relevan dengan prinsip keberlanjutan yang mencakup tanggung jawab sosial, pelestarian budaya, dan keberlanjutan lingkungan. Selain itu, integrasi nilai lokal ini memberikan manfaat strategis berupa diferensiasi bermakna, peningkatan kepercayaan publik, dan keberlanjutan hubungan dengan audiens di era digital. Penelitian ini menegaskan pentingnya penggabungan kearifan lokal dalam strategi branding digital sebagai upaya memperkuat posisi brand sekaligus menjaga nilai-nilai budaya dan sosial yang berkelanjutan.
Kata Kunci : Transformasi digital, Kearifan lokal, Tri kaya Parisudha
ABSTRACT
The digital transformation era demands branding strategies that go beyond mere visual and marketing aspects, emphasizing sustainable and culturally meaningful communication. This study examines the implementation of the local wisdom values of Tri Kaya Parisudha manacika (thinking positively), wacika (speaking kindly), and kayika (acting benevolently) as the foundation for strategic digital branding communication. Using a qualitative descriptive approach, the research explores how these values can be integrated into brand narratives, communication styles, and campaign activities to build authentic relationships with social and cultural impact. The analysis reveals that applying Tri Kaya Parisudha aligns with sustainability principles encompassing social responsibility, cultural preservation, and environmental sustainability. Furthermore, integrating local wisdom provides strategic benefits such as meaningful differentiation, enhanced public trust, and sustainable engagement with audiences in the digital era. This study underscores the importance of incorporating local wisdom into digital branding strategies to strengthen brand positioning while preserving sustainable social and cultural values.
Keyword : Digital transformation, Local wisdom, Tri Kaya Parisudha
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