Nostalgia Marketing: Pendekatan Komunikasi Strategis Untuk Menarik Minat Wisatawan Pasar Kangen Yogyakarta
Keywords:
Nostalgia marketing, Pasar Kangen, strategic communication, cultural nostalgia , virtual nostalgiaAbstract
Yogyakarta is a city famous for its cultural, traditional and tourism elements. However, data from 2022-2023 shows that the number of tourist visits did not increase even though the pandemic was over. Therefore, the local government paid special attention and tried to realize creative products based on traditional and popular culture in the form of an event called Pasar Kangen. This event is quite unique and different because it carries the concept of presenting the nuances of the past in each element. From this problem, the researcher analyzed how the strategic communication approach used in the Nostalgia marketing element is effective in attracting tourists to the Pasar Kangen Yogyakarta. The theory used is nostalgia marketing with a descriptive qualitative method. The results of the study are through 4 approaches, the first is personal nostalgia in the form of the presence of typical food/snacks from various regions which are served traditionally. Interpersonal nostalgia through the presence of antique goods/toys that remind us of the atmosphere of the past. Cultural nostalgia through arts such as dance/nyanyain which are presented as an entertainment stage and virtual nostalgia, namely consumers can feel the atmosphere of Pasar Kangen through social media. Pasar Kangen has succeeded in presenting and reviving past memories for consumers so that it can be used as an effective strategy to increase tourist visits.
References
Afrizal. (2017). Metode Penelitian Kualitatif: Sebuah Upaya Mendukung Penggunaan Penelitian Kualitatif dalam Berbagai Disiplin Ilmu. Depok: Rajawali Pers.
Amali, M. T., & Pudrianisa, S. L. G. (2024). The Impact of Social Media Exposure and Peer Group Towards Gen Z Decision To Visit Pasar Kangen Yogyakarta. Komunikatif: Jurnal Ilmiah Komunikasi, 13(2), 153–164. https://doi.org/10.33508/jk.v13i2.5634
Amali, M. T., & Wardhana, A. (2025). Strategi Komunikasi Pemasaran Pasar Kangen Yogyakarta Sebagai Wisata Budaya dan Nostalgia: Pendekatan SOSTAC dalam Promosi. Jurnal Ilmu Komunikasi UHO: Jurnal Penelitian Kajian Ilmu Komunikasi Dan Informasi, 10(2), 350–369. https://doi.org/10.52423/jikuho.v10i2.1579
Andriputra, J. A., Raina Mukti, R., Yosevina, C., & Sirad, D. A. (2021). Pengaruh Stimulus dalam Pembentukan Perceived Value, Trust, dan Loyalty Intention pada Social Commerce Soco By Sociolla. Kajian Branding Indonesia, 3(2), 222–247. https://doi.org/10.21632/kbi.3.2.222-247
BPS. (2023). Jumlah Perjalanan Wisatawan Nusantara Menurut Provinsi Asal (Perjalanan). Badan Pusat Statistik. https://www.bps.go.id/id/statistics-table/2/MTE4OSMy/jumlah-perjalanan-wisatawan-nusantara.html
Cash, P., Isaksson, O., Maier, A., & Summers, J. (2022). Sampling in design research: Eight key considerations. Design Studies, 78, 101077. https://doi.org/10.1016/j.destud.2021.101077
Chen, H.-B., Yeh, S.-S., & Huan, T.-C. (2014). Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants. Journal of Business Research, 67(3), 354–360.
Choirunnisa, I. C., & Karmilah, M. (2022). Strategi Pengembangan Pariwisata Budaya. Jurnal Kajian Ruang, 2(1), 89–109. https://doi.org/10.30659/jkr.v2i1.20446
Cui, R. (2015). A Review of Nostalgic Marketing. Journal of Service Science and Management, 8(1), 125–131. https://doi.org/10.4236/jssm.2015.81015
Denzin, N. K., & Lincoln, Y. S. (2011). The Sage Handbook of Qualitative Research. London: Sage Publications.
Dinas Pariwisata DIY. (2022). Laporan Akhir Belanja Wisata 2022. https://visitingjogja.jogjaprov.go.id/webdinas/download/laporan-akhir-analisis-belanja-wisatawan-2022/
Dudai, Y. (2004). Memory from A to Z: Keywords, concepts, and beyond. England: Oxford university press.
Ergin, E. A., & Şahin, N. (2019). Why Does Nostalgia Marketing Resonate so Much with Today’s Consumers: An Applied Study in Ankara. Third Sector Social Economic Review, 54(3), 1189–1206. https://doi.org/10.15659/3.sektor-sosyal-ekonomi.19.08.1177
Fariz, M., & Putra, R. E. (2020). Rasa yang Dulu Pernah Ada: Pengaruh Nostalgia Personal dan Historis terhadap Keinginan Membeli Eskrim Viennetta. Jurnal Manajemen Universitas Bung Hatta, 15(2), 1–13. https://doi.org/10.37301/jmubh.v15i2.16893
Gao, H., & Lu, T. H. (2006). Western Consumers Nostalgia Research Review. Foreign Economies and Management, 28, 26–33.
Gokilavani, R., Durgarani, M., & Krishnakumari, S. (2022). Nostalgia Marketing of Tourism and Hospitality in South Asia: Leverage to India. International Journal of Special Education, 37(3), 891–898.
Holak, S. L., Matveev, A. V, & Havlena, W. J. (2007). Nostalgia in post-socialist Russia: Exploring applications to advertising strategy. Journal of Business Research, 60(6), 649–655. https://doi.org/10.1016/j.jbusres.2006.06.016
Holbrook, M. B., & Schindler, R. M. (1991). Echoes of the Dear Departed Past: Some Work in Progress on Nostalgia. Advances in Consumer Research, 18(1).
Jacobsen, M. H. (2021). Intimations of Nostalgia: Multidisciplinary Explorations of an Enduring Emotion. Bristol University Press. https://doi.org/10.51952/9781529214789
Ju, I., Kim, J., Chang, M. J., & Bluck, S. (2016). Nostalgic marketing, perceived self-continuity, and consumer decisions. Management Decision, 54(8), 2063–2083.
Junianto, A. (2024). Pasar Kangen 2024 Ditutup, Pengunjung 20.000 per Hari, Perputaran Uang Meningkat Pesat. Harian Jogja. https://jogjapolitan.harianjogja.com/read/2024/07/14/510/1181344/pasar-kangen-2024-ditutup-pengunjung-20000-per-hari-perputaran-uang-meningkat-pesat
Kurli, A., Haris, R. A., Syafriyani, I., Sari, R. P., Putri, P. V., & Riady, R. (2024). Strategi Komunikasi Pemasaran Kelompok Tani Rubaru dalam Meningkatkan Penjualan Bawang Merah sebagai Komoditi Unggulan Kabupaten Sumenep. Jurnal Riset Komunikasi, 7(1), 28–45. https://doi.org/10.38194/jurkom.v7i1.956
Merchant, A., Ford, J. B., Dianoux, C., & Herrmann, J.-L. (2016). Development and validation of an emic scale to measure ad-evoked nostalgia in France. International Journal of Advertising, 35(4), 706–729. https://doi.org/10.1080/02650487.2015.1090049
Moleong, L. J. (2016). Metodologi Penelitian Kualitatif (Edisi Revisi). Bandung: Remaja Rosdakarya.
Nathasia, E., & Nasution, R. A. (2016). The Effect of Nostalgia Marketing towards Advertising Engagement (Aqua Case). Journal of Business and Management, 5(4), 566–580.
Pasar Kangen. (2023). Pasar Kangen: Traditional Culture and Education. https://www.pasarkangen.com/
Phau, I., Quintal, V., Marchegiani, C., & Lee, S. (2016). Looking beyond pasta and pizzas: Examining personal and historical nostalgia as travel motives. International Journal of Culture, Tourism and Hospitality Research, 10(3), 296–309. https://doi.org/10.1108/IJCTHR-07-2015-0073
Pichierri, M. (2023). Nostalgia Marketing: Rekindling the Past to Influence Consumer Choices. Springer Nature. https://doi.org/10.1007/978-3-031-20914-7
Prayogo, N. S., Kunto, Y. S., Raharja, M. S., Eleison, N. P. G. K., & Budiono, A. G. (2024). Pengaruh Brand Familiarity Dan Perceived Nostalgia Terhadap Post-Purchase Intention Jajan Tradisional Srabi Notosuman Pada Generasi Millennial Dan Gen Z. Jurnal Manajemen Pemasaran, 18(1), 58–68. https://doi.org/10.9744/pemasaran.18.1.58-68
Pudrianisa, S. L. G. (2022). Komunikasi Simbolik Kelompok Gay Semarang. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 6(2), 699–718. https://doi.org/10.25139/jsk.v6i2.4929
Rahma, A. A. (2020). Potensi Sumber Daya Alam dalam Mengembangkan Sektor Pariwisata Di Indonesia. Jurnal Nasional Pariwisata, 12(1), 1–8. https://doi.org/10.22146/jnp.52178
Riatmoko, F. I. (2024). Bernostalgia di Etalase Kuliner Pasar Kangen Jogja. Kompas.Com. https://www.kompas.id/baca/foto/2024/07/12/pasar-kangen-jogja-menjadi-etalase-kuliner-bernuansa-nostalgia
Ruspitasari, W. D. (2017). Nostalgia, Nilai, dan Kepercayaan Pengaruhnya Terhadap Kepuasan Wisatawan. Akuntansi Bisnis & Manajemen (ABM), 23(1), 39–50.
Salsabila, C. Z., & Amali, M. T. (2025). Strategi Komunikasi Pemasaran Digital Kelompok Sadar Wisata dalam Membranding Pantai Pangasan sebagai Destinasi Wisata Populer. Jurnal Ilmiah Global Education, 6(2), 847–861. https://doi.org/10.55681/jige.v6i2.3864
Sang, S. (2024). Digital-induced nostalgia: Homeland tourists’ nostalgic experiences in traditional-village digital museums. Journal of Hospitality and Tourism Management, 61, 57–65. https://doi.org/10.1016/j.jhtm.2024.09.011
Santini, F. de O., Lim, W. M., Ladeira, W. J., Costa Pinto, D., Herter, M. M., & Rasul, T. (2023). A meta‐analysis on the psychological and behavioral consequences of nostalgia: The moderating roles of nostalgia activators, culture, and individual characteristics. Psychology & Marketing, 40(10), 1899–1912. https://doi.org/10.1002/mar.21872
Saraswati, B. D. (2023). Pasar Kangen Jogja 2023 Wadah Meningkatkan Ekonomi Masyarakat. Harian Jogja. https://jogjapolitan.harianjogja.com/read/2023/07/27/510/1143248/pasar-kangen-jogja-2023-wadah-meningkatkan-ekonomi-masyarakat
Sari, Y. K., Maria, A. S., & Hapsari, R. R. (2020). Kolaborasi Kreatif Kegiatan Pariwisata dan Pelestarian Budaya di Taman Budaya Yogyakarta (TBY). Journal of Indonesian Tourism, Hospitality and Recreation, 3(1), 85–101. https://doi.org/10.17509/jithor.v3i1.21853
Sekretariat DPRD DIY. (2022). Fokus Kota Jogja Tawarkan Pariwisata Berbasis Budaya “Jogja Cultural Experiences.” https://setwan.jogjakota.go.id/detail/index/21656
Setiawan, R., & Ferdinand, A. T. (2019). Analisis Pengalaman Wisatawan Melalui Nilai Yang Dirasakan Terhadap Keputusan Pembelian Pada Makanan Lokal Kota Semarang. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 18(2), 124–140. https://doi.org/10.14710/jspi.v18i2.124-140
Setiawan, R., Hurriyati, R., Adi Wibowo, L., & Gaffar, V. (2021). Model Nostalgic Emotion dalam Menciptakan Tourist Engagement. Jurnal Ilmu Manajemen Dan Bisnis, 12(2), 139–146. https://doi.org/10.17509/jimb.v12i2.38517
Shin, H. H., & Jeong, M. (2022). Does a virtual trip evoke travelers’ nostalgia and derive intentions to visit the destination, a similar destination, and share?: Nostalgia-motivated tourism. Journal of Travel & Tourism Marketing, 39(1), 1–17. https://doi.org/10.1080/10548408.2022.2044972
Srisusilawati, P., Kusuma, G. P. E., Budi, H., Haryanto, E., Nugroho, H., Satmoko, N. D., Adelia, S., Andriani, D., Wicaksono, A., & Sinurat, J. (2022). Manajemen Pariwisata. Penerbit Widina.
Srivastava, E., Sivakumaran, B., Maheswarappa, S. S., & Paul, J. (2023). Nostalgia: A review, propositions, and future research agenda. Journal of Advertising, 52(4), 613–632.
Subandi, S. (2011). Deskripsi Kualitatif Sebagai Satu Metode Dalam Penelitian Pertunjukan. Harmonia Journal of Arts Research and Education, 11(2), 62082. https://doi.org/10.15294/harmonia.v11i2.2210
Sucahyo, N. (2021). Industri Pariwisata Yogyakarta Rugi Rp10 Triliun Selama Pandem. VOA Indonesia.
Sugiyarto, S., & Amaruli, R. J. (2018). Pengembangan Pariwisata Berbasis Budaya dan Kearifan Lokal. Jurnal Administrasi Bisnis, 7(1), 45–52. https://doi.org/10.14710/jab.v7i1.22609
Takome, S., Suwu, E. A. A., & Zakarias, J. D. (2021). Dampak Pembangunan Pariwisata Terhadap Perubahan Sosial Masyarakat Lokal Di Desa Bobanehena Kecamatan Jailolo Kabupaten Halmahera Barat. Jurnal Ilmiah Society, 1(1), 1–15.
Taman Budaya Yogyakarta. (2024). Pasar Kangen 2024: Perpaduan Budaya, Kuliner, dan Kepedulian Lingkungan. https://tby.jogjaprov.go.id/informasi/pasar-kangen-2024-perpaduan-budaya-kuliner-dan-kepedulian-lingkungan
Ulhaq, M. J., & Sofia, H. F. (2024). Revitalisasi Budaya Melalui Pariwisata : Studi Kasus Pasar Kangen Yogyakarta Sebagai Event Tourism Berbasis Tradisi. PEKSOS: Jurnal Ilmiah Pekerja Sosial, 23(1), 228–255. https://doi.org/10.31595/peksos.v23i1.1154
Widyawati, L. (2019). Fenomena Budaya Pop Dalam Ruang Publik Kota Yogyakarta. Jurnal KaLIBRASI-Karya Lintas Ilmu Bidang Rekayasa Arsitektur, Sipil, Industri, 2(2), 72–86. https://doi.org/10.37721/kalibrasi.v2i0.580
Wisda, A., & Permana, E. (2023). Mengenal Pasar Kangen Yogyakarta: Ikon Budaya dan Wisata Daerah. Era.Id. https://era.id/travel/132657/mengenal-pasar-kangen-yogyakarta-ikon-budaya-dan-wisata-daerah
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Sheila Lestari Giza Pudrianisa, Muhammad Thoyib Amali, Erik Hadi Saputra
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain the copyright and grant the journal the right of first publication of the work, simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
