Batik Craftsmen Write in the Context of Cultural Heritage and the Use of Digital Marketing

Abstract

The hand-drawn batik industry is currently experiencing significant growth, particularly the Trusmi hand-drawn batik, which is rapidly expanding, especially in the era of digital marketing. Despite the modernization era, hand-drawn batik continues to thrive and remains popular among both millennials and adults. To ensure its continued existence over time, artisans pass down their skills to the next generation, ensuring the enduring presence of hand-drawn batik. In this advanced age, artisans can promote hand-drawn batik through digital platforms such as Instagram, Facebook, and others. They employ unique and captivating promotional strategies to attract a wide audience. The research focuses on how hand-drawn batik maintains its existence, preserves its heritage, and promotes itself through digital marketing. The objective is to understand the impact of online media on the sales of hand-drawn batik.The research adopts a qualitative descriptive method, utilizing the SWOT analysis approach (Strengths, Weaknesses, Opportunities, Threats). Data collection involves observations, in-depth interviews with Trusmi hand-drawn batik artisans, and gathering documentation such as images and small notes.