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Abstract, Indonesia and South Korea build high-level state relations. Both countries continue to strive to improve relations and cooperation both bilaterally, regionally and multilaterally. This cooperation is not separated by the Republic of Indonesia Embassy for South Korea which includes state ambassadors or diplomats as one of the representatives or faces of the country. Through the "Republic of Korea-Republic of Indonesia Joint Vision Statement for Prosperity and Peace" the two countries agreed to improve the partnership status to become a special strategic partnership, focusing on cooperation in four areas, that is: defense and foreign relations, bilateral trade and infrastructure development, people-to-people exchanges, and regional and global cooperation. However in 2018, the number of Korean tourists to Indonesia decreased by 15.28 percent. Therefore, the Indonesian Embassy in Seoul continued its efforts to promote Indonesian social culture with various methods of soft diplomacy. This research method uses qualitative research methods with a case study approach. This study aims to determine the strategies in promotion of Indonesian culture carried out by the Indonesian Embassy in Seoul and understand the purpose of the PenSosBud Function of the Indonesian Embassy in Seoul to choose the field of culture as part of promotion. Research data obtained through interviews, documentation, library research, and internet sources. The researcher used data triangulation as a test of data validity. So this research uses the Public Relations promotion strategy model commonly called PENCILS to support the research. From the results of the research, the Indonesian Embassy in Seoul practiced cultural promotion by involving an event, advertising, media relations and cooperating with the public at an agency or company in South Korea.Keywords: Strategy, Promotion, International Public Relations, Diplomacy, Soft DiplomacyAbstrak, Indonesia dan Korea Selatan membina hubungan kenegaraan tingkat tinggi. Kedua negara terus berupaya meningkatkan hubungan dan kerja sama baik secara bilateral, regional maupun multilateral. Kerjasama ini tak lepas oleh Kedutaan Besar Republik Indonesia untuk Korea Selatan yang meliputi duta atau diplomat negara sebagai salah satu perwakilan atau wajah dari negara. Melalui “Republic of Korea-Republic of Indonesia Joint Vision Statement for Co-Prosperity and Peace" kedua negara sepakat untuk meningkatkan status kemitraan menjadi special strategic partnership, dengan fokus kerja sama pada empat area, yaitu: pertahanan dan hubungan luar negeri, perdagangan bilateral dan pembangunan infrastruktur, people-to-people exchanges, dan kerja sama regional dan global. Akan tetapi pada tahun 2018, jumlah wisatawan Korea ke Indonesia mengalami penurunan sebesar 15,28 persen. Oleh karena itu, KBRI Seoul terus berupaya melakukan promosi sosial kebudayaan Indonesia dengan beragam cara soft diplomacy. Metode penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan studi kasus. Penelitian ini bertujuan untuk mengetahui strategi pada promosi budaya Indonesia yang dilakukan KBRI Seoul serta memahami tujuan Fungsi PenSosBud KBRI Seoul memilih bidang kebudayaan sebagai bagian promosi. Data penelitian diperoleh melalui wawancara, observasi langsung, observasi lapangan, dokumentasi, studi pustaka, dan sumber internet. Peneliti menggunakan triangulasi data sebagai uji keabsahan data. Sehingga penelitian ini menggunakan model strategi promosi Public Relation yang biasa disebut PENCILS untuk menunjang penelitiannya. Dari hasil penelitian tersebut KBRI Seoul melakukan promosi budaya dalam prakteknya secara umum melibatkan suatu event, advertising, media relations dan melakukan kerjasama dengan public suatu instansi atau perusahaan di Korea Selatan.Kata Kunci : Strategi, Promosi , Humas Internasional, Diplomasi, Soft Diplomacy |
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