Preservation of Kebaya Among Gen Z Through TikTok

Abstract

Advancements in communication technology have made it easier for people to access and adopt foreign cultures, often at the expense of their own cultural heritage. This study analyzes the role of the TikTok account @rumroijen in preserving kebaya clothing among the younger generation, using the diffusion of innovation theory as a framework. Using a qualitative approach, the research uses observation, interviews, and case studies for data collection. The findings reveal that the TikTok account @rumroijen, managed by Mbak Yu Berkebaya, has successfully increased interest in kebaya clothing among youth. By presenting creative and modern content, the account effectively bridges traditional kebaya values with contemporary lifestyles. This study highlights that social media, particularly TikTok, can serve as a powerful tool in preserving cultural heritage, making traditional clothing like the kebaya more appealing to the younger generation in the digital era.