Preserving Cultural Heritage Through Effective Marketing Strategies: A Case Study of Syafa Masroni's Hand-written Batik, Cirebon

Abstract

Batik tulis, Indonesia's cultural heritage recognized by UNESCO as Intangible Cultural Heritage, faces challenges in marketing its products in the competitive digital era. This case study explores the digital marketing strategy implemented by Batik Tulis Syafa Masroni, a batik tulis business in Cirebon, West Java. The goal is to analyze digital marketing strategies, identify the challenges faced, and evaluate their effectiveness in promoting unique and high-quality cultural products. This qualitative research uses data from interviews with business owners, field observations, and analysis of company documents, which are analyzed using thematic analysis methods. Results show that Batik Tulis Syafa Masroni utilizes social media, batik exhibitions, and direct sales to market its products, with the main challenges of fierce competition and the risk of online fraud. However, product advantages such as unique motifs typical of Cirebon, high quality, and affordable prices provide competitive advantages. The study highlights the importance of a comprehensive digital marketing strategy, leveraging cultural authenticity, and maintaining a focus on customers for the success of the traditional craft industry. Further research is needed to explore the replication of such strategies and their impact on the preservation of intangible cultural heritage.