Analysis of Digital-Based Marketing Strategy to Expand the Market Reach of Batik Tulis Products in Oemah-Batiqu

Abstract

The concept of digital marketing comes from the internet and search engines on websites. When internet usage exploded in 2001, the market was dominated by Google and Yahoo for search engine optimization (SEO). Despite the use of synthetic dyes, Ciwaringin batik is apparently unable to compete with other batik centers in Cirebon Regency, namely Trusmi batik. This research is qualitative research with a descriptive approach. The aim and target of this research is Oemah-Batiqu with the informant Mba Eva. Data collection techniques were carried out after interviews in the form of voice recordings, videos and photo documentation. The target market for batik with natural dyes is apparently not good enough in the country, however, natural dyed batik is apparently able to attract consumer interest, including from abroad. BI also helps marketing through e-commerce. Through this method, the marketing of Ciwaringin batik becomes increasingly widespread. They also use social media to sell online. By connecting to social media and assistance from BI, typical Ciwaringin batik is starting to revive, they can even sell 30 pieces of Ciwaringin hand-written batik per month.