Digital Marketing Strategy in developing the Handwritten Batik Business Cirebon Asofa Batik Case Study

Abstract

Digital marketing encourages UMKM players to develop their businesses so that consumers know more about the products produced by these UMKM, they use digital media as an effort to market their products. By conducting this research we can find out the objectives of the marketing strategy carried out by Batik Asofa in implementing digital marketing strategies. As well as highlighting the obstacles faced by economic actors in implementing digital marketing. The findings show that Asofa faces obstacles in implementing digital marketing. The problem is social media operators do not understand product promotion so that the products offered on social media are less attractive to consumers.This is due to the operator's lack of creativity in carrying out promotions via social media. Previously, the owner of Batik Asofa had carried out training. However, this training still affects operator performance and is less than optimal.The correspondent in this research is the owner of Batik Asofa Mrs. Ananti.The results obtained in this research are that digital marketing is transforming the marketing strategy of Asofa through the use of social media to provide information and communication to consumers. The platforms used are TikTok and Instagram. As well as several online stores such as Lazada, Shopee,etc.