Digital Marketing Strategies of Batik Trusmi to Enhance Customer Service Quality

Abstract

Society is now facing an era of double disruption which requires everyone to be adaptive and explorative. Including entrepreneurs in Indonesia in general, because of the current conditions, it is not those who are the strongest who are able to survive, but rather those who are most adaptive in responding to change. Batik Trusmi, as one of the leading batik producers and sellers in Indonesia, is also feeling the impact of this technological development. Batik Trusmi, which is famous for the quality and uniqueness of its products, has attempted to utilize digital marketing in order to increase competitiveness and quality of service to customers. This digital transformation is important considering the increasingly fierce competition in the fashion industry, especially in the batik segment. Digital marketing provides various benefits, including expanding market reach, increasing interaction with customers, and simplifying the promotion and sales process. However, implementing an effective digital marketing strategy requires a deep understanding of various aspects, including consumer behavior, the technology used, and methods that can improve service quality. In this research we examine the analysis using a descriptive qualitative approach with existing research in the field or often called field research so that we can determine a mature strategy in maximizing the world of digital marketing to continue to have a positive impact on improving the quality of service to consumers.