Pamungkas, Nugroho Catur (2023) CREATING A SHORT FILM ABOUT CULTURAL PLURALISM PRESERVATION FOR BRANDING PURA AGUNG GIRI NATHA SEMARANG. Undergraduate thesis, Universitas Diponegoro.

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Abstract

Semarang, the capital city of Central Java Province in Indonesia, has a rich historical
heritage as well as cultural and religious diversity. The city has a wide variety of tourist
destinations. One of them is a type of religious tourism, Pura Agung Giri Natha Semarang.
The temple, which was established in 1969, has officially been used as a religious tourism
object since 2016. Pura Agung Giri Natha presents an extraordinary experience for tourists.
To support the temple’s standing as a religious tourism object in such digital era, it is
necessary to do an attractive promotion by making a marketing video in the form of short
film. The concept of storytelling is a suitable step to increase the branding of Pura Agung
Giri Natha Semarang. This research was conducted using the research and development
method and used a Likert-scale questionnaire involving 20 respondents to assess aspects
of content, audiovisual, and linguistic. Based on the results of the assessment, it can be
concluded that all respondents gave a very agree scale to the statements in the aspects that
have been mentioned.
Keywords: Research and Development, Marketing Video, Short Film, Branding

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