IMPLEMENTATION OF DIGITAL INFORMATION SYSTEMS IN ANALYZING EFFECTIVENESS OF BANYUMAS TRADITIONAL PERFORMANCE ART BY PT ANTRONATIVE MEDIA SEMESTA

Abstract

This study analyzes the use of digital information systems by PT Antronative Media Semesta in branding Banyumas traditional performance art. The study investigates the impacts that modern technologies such as real-time analytics, artificial intelligence (AI), and customer relationship management (CRM) systems have on audience engagement, operational productivity, and cultural preservation. Using a mixed-method approach, qualitative data from cultural practitioners and marketing professionals were combined with quantitative data from social media and website analytics. As noted from the analysis, digital platforms have led to audience engagement, optimal resource allocation, and improved stakeholder collaboration. Incorporation of AI-powered insights and data visualization tools enabled effortless campaign and branding culture-adaptive heritage authentic strategies. Also, ongoing system refinements made sure that the usability and cultural values of the systems strengthened the digital branding efforts to preserve culture. The study contributes to the greater discourse on the application of digital creativity with contemporary marketing strategies and traditional art heritage practices to foster the identity of Banyumas traditional performance art culture.