Marketing of Handwritten Batik Center Using Digital Marketing Techniques in Ciwaringin Village, Cirebon Regency

Abstract

Batik is an Indonesian cultural heritage that has received recognition from UNESCO. One of the well-known written batik production centers in Indonesia is the Ciwaringin Written Batik Center in Cirebon Regency. This research aims to improve the marketing of the Ciwaringin Batik Writing Center by using digital marketing techniques. This study uses a qualitative approach with data collection methods through in-depth interviews, observations, documentation and digital content analysis. The results of the study show that the Ciwaringin Batik Writing Center has implemented a digital marketing strategy by marketing its products through online and offline sales. The percentage of online sales reaches 70% through marketplaces such as Facebook, Tokopedia, and Shopee, while offline sales are around 30%. The digital marketing strategy carried out includes the formulation of market segmentation strategies, determination of market targets, and strategy positioning. Although there are still some challenges, digital marketing strategies have proven to be effective in increasing sales and brand awareness of the Ciwaringin Batik Writing Center. This research suggests procuring digital marketing training for batik artisans, as well as collaborating with the government and e-commerce platforms to expand market reach.