Jurnal Komunikasi dan Bisnis

Vol. 13 No. 1 (2025): May - October
Articles

Digital Marketing Strategies among Traditional Healers in Solo and Wonosobo: Engaging Young Audiences

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  • Yohanes Langgar Billy,
  • Indiwan Seto Wahjuwibowo,
  • Kanon Mommsen Wongkar
Yohanes Langgar Billy
Universitas Multimedia Nusantara
Bio
Indiwan Seto Wahjuwibowo
Universitas Multimedia Nusantara
Bio
Kanon Mommsen Wongkar
Universitas Multimedia Nusantara
Bio
DOI: https://doi.org/10.46806/jkb.v13i1.1393

Published 2025-07-03

Keywords

  • traditional healers,
  • digital marketing,
  • youth engagement,
  • social media,
  • uses and gratifications theory,
  • Solo,
  • Wonosobo
    • ...More
    Less

How to Cite

Billy, Y. L., Wahjuwibowo, I. S., & Wongkar, K. M. (2025). Digital Marketing Strategies among Traditional Healers in Solo and Wonosobo: Engaging Young Audiences. Jurnal Komunikasi Dan Bisnis, 13(1), 34–51. https://doi.org/10.46806/jkb.v13i1.1393

Copyright (c) 2025 Jurnal Komunikasi dan Bisnis

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Abstract

Traditional healers in Solo and Wonosobo face increasing challenges in engaging young people, despite the widespread use of digital platforms by this demographic. This study explores the adoption of digital marketing strategies by traditional healers to enhance their outreach to youth. Employing a qualitative approach, semi-structured interviews were conducted with healers in both regions to examine their current practices and perceptions regarding digital engagement. The findings reveal that while a few healers, such as Ibu Ani, have effectively utilized platforms like TikTok and Instagram, most still rely heavily on word-of-mouth promotion. Limited use of digital media stems from a lack of technological skills and insufficient content tailored to youth preferences. The study is guided by Uses and Gratifications Theory to understand how young people seek and interact with online health content. The results suggest that to improve engagement, traditional healers should adopt more interactive and youth-oriented digital strategies, including collaboration with influencers and the use of culturally resonant content. These findings offer practical insights for revitalizing traditional medicine in the digital age.

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