Innovation in a Culture: Introducing the Beauty of Batik Tulis in Digital Marketing at Keraton Kasepuhan Cirebon

Abstract

Innovation in the field of culture presents new challenges and opportunities in preserving traditional cultural heritage. This research explores efforts to introduce written batik to the digital market at Keraton Kasepuhan Cirebon as a form of innovation that combines tradition with modern technology. Through an observational approach, in-depth research was conducted on the process of introducing handmade batik on digital platforms by local craftsmen and cultural actors. The results showed that the use of digital platforms has opened wider market access for written batik from the Kasepuhan Palace of Cirebon. This not only improves product marketing, but also provides opportunities for the younger generation to get involved in promoting and preserving cultural heritage. Nevertheless, challenges such as adaptation to technology, competition with mass products, and maintenance of traditional quality remain a major focus. It's just that, in this study, business actors still do not understand digital development because of the lack of adequate manpower so that the marketing process using digital platforms is still underdeveloped.