Analysis of Digital Marketing Strategies to Increase Sales: A Case Study at Batik Satriya Pandu, Trusmi Area

Abstract

Art Cirebon batik as Indonesian cultural heritage of the past presence of cultural reflection derived form has its own peculiarities in terms of both the creation and development aspects. It is important to conduct research aimed at identifying the internal and external factors that influence the development of Batik Cirebon, and the change of Batik Cirebon products. This study uses a qualitative method by applying a multidisciplinary approach, an aesthetic approach, an approach to history and a sociology approach. The results showed that the dynamics of the development of Batik Cirebon due to internal factors, namely creativity and innovation as well as artists and creative leaders, and influenced by external factors such as government, cultural institutions, tourism, people, technology, and media information. In a further development, batik Cirebon then not only an object that reflects the cultural values of craft but also has an economic value and impact on the social and cultural life of the community.