Collective Memory in Digital Marketing Format Contributes to Recognizing Benyamin Sueb as an Ambassador of Betawi Culture

Benyamin Sueb Park exists with the aim of preserving collective memory through Betawi history and culture from works of art and the life journey of a figure from Benyamin Sueb. However, the number of visitors who attended Benyamin Sueb Park was not as expected. This challenge can be answered using information technology in the form of digital marketing which can help promote through social media channels. Digital innovation and virtual settings, on social media platforms, can dramatically increase a museum's competitive advantage and potential to attract new visitors. By using a qualitative methodology combined with a theoretical approach to media transfer or transmediality, this study examines the components that must be considered in a strategy to maintain Benyamin Sueb's character and identity as an innovative and progressive ambassador for Betawi culture.