Digital Marketing in Supporting Local Economic Growth: A Case Study of Ibu Yuli's Home Industry in Kali Tengah Village, Tengah Tani District, Cirebon Regency

Abstract

Batik, as Indonesia's cultural heritage, was recognized by UNESCO in 2009. This recognition prevents claims from other countries and elevates Indonesia's cultural values. To compete in the global market, batik entrepreneurs must use effective marketing strategies, including digital marketing. This research aims to analyze the application of digital marketing in supporting local economic growth in the traditional batik home industry. Qualitative descriptive research was conducted in Kalitengah Village through observation, interviews and documentation. The results show that the batik home industry managed by Mrs. Yuli, has been established for 34 years, marketing its products digitally through social media such as WhatsApp and supplying batik showrooms such as Batik Trusmi, Batik Asofa, and Batik Ayunda.