EFEK NARASI CAGAR BUDAYA PADA INTENSI DAN KEBANGGAAN REMAJA TERHADAP MAJAPAHIT DAN INDONESIA

Abstract

This paper discusses the communication of cultural heritage in adolescents, in particular information on the cultural heritage of the kingdom of Majapahit in Trowulan, East Java, Indonesia. In the context of public archaeology, public communication is no longer presented in mind-numbing information; instead the information is presented to increase positive attitude and behavior toward the cultural heritage. In the context of marketing communication, the submission of information that is in accordance to the consumers’ or visitors’ wishes can no longer be fulfilled merely by the facts, but also by presenting the information through underdog or topdog stories or narrations. The objective of the research in this paper is to verify the influence of information on Majapahit cultural heritage in the form of narration on public attitude, visit intention, and pride. The research used 3x1 experiment design between participants. The findings of the research verified that the influence of cultural heritage information in the form of topdog narration directly increased the participants’ attitude and visit intention on the Majapahit relics in Trowulan. Additionally, topdog narration formed cultural heritage information also increased the participants’ pride on Indonesia.