Ludruk Wetanan: Strategi Adaptasi Menghadapi Kompetisi Industri Pasar Hiburan

This research aims to describe the adaptation strategy of the ludruk wetanan in facing the competition of entertainment market. With descriptive­‐qualitative method, the research examines, exposes, and describes the phenomenon of ludruk wetanan in facing the competition of entertainment market industry. The result of this research shows that there are some adaptation strategies applied by the group of ludruk wetanan in facing the competition in entertainment market industry, such as multimedia adaptation strategy, being more adaptive in customer service, entering other entertainment shows (such as dangdut, campursari, and loving art). By those strategies, hopefully, ludruk wetanan is able to survive in the middle of intense competition of entertainment market industry in this era. Key Words: ludruk wetanan; adoption strategy; entertainment market industry Abstrak: Penelitian ini bertujuan mendeskripsikan strategi adaptasi ludruk wetanan dalam menghadapi kompetisi pasar hiburan. Dengan metode deskriptif-kualititaf, penelitian menggali, mengungkap, dan mendeskripsikan fenomena ludruk wetanan dalam menghadapi kompetisi industri pasar huburan. Hasil penelitian ini menunjukkan bahwa ditemukan beberapa strategi adaptasi yang dilakukan ludruk wetanan dalam menghadapi industri pasar hiburan itu, antara lain strategi memasuki pasar multimedia, adaptif dengan permintaan pelanggan (penanggap), memasukkan seni hiburan lain misalnya dangdut, campursari, dan adegan roman-romanan. Dengan strategi seperti itu, diharapkan ludruk wetanan dapat bertahan di tengah derasnya kompetisi industri pasar hiburan saat ini.