Peran Pemayun dalam Strategi Komunikasi Budaya pada Perkawinan Adat Bali di Kabupaten Lombok Barat

This study aims to examine the role of Pemayun in Cultural Communication Strategy in Balinese Traditional Marriage in West Lombok Regency applied by pemayun in the context of Balinese traditional marriage ceremony in West Lombok Regency. Pemayun is a traditional figure who has a central position in the wedding procession as a spokesperson and mediator between two large families. His role is not only to convey traditional messages, but also to manage communication dynamics to remain in accordance with Balinese cultural values that uphold harmony, politeness, and mutual respect. This research uses a descriptive qualitative approach, with data collection through in-depth interviews, participatory observation, and documentation of the ceremony procession and traditional leaders who are directly involved. The research findings show that pemayun apply interpersonal communication strategies based on traditional values and local wisdom, such as empathy, manners, and self-control. These strategies include careful management of sensitive messages, open two-way communication, a personalised persuasive approach, and the ability to mediate conflicts in a subtle and authoritative manner. In addition, the pemayun also demonstrates managerial skills in managing time, atmosphere, and social dynamics during the procession. In the midst of modernisation and shifting values in society, the role of pemayun remains relevant because it is able to adjust without ignoring the substance of custom. Thus, the communication strategy used not only ensures the smooth running of the procession, but also becomes a means of cultural preservation, strengthening collective identity, and maintaining the continuity of Balinese traditional values in West Lombok.