The Influence of Digital Marketing Strategy on MSMEs Batik Lintang Putra and Batik Najwa in Trusmi Wetan Village

Abstract

This research aims to explore and analyze the impact of digital marketing strategies on Batik Lintang Putra and Batik Najwa UMKM in Trusmi Wetan Village. This digital marketing strategy includes the use of social media and other marketing techniques for product promotion and sales. The research method used is qualitative, using interviews, observations, as well as data and documentation collected by the author. This research also identifies factors that influence the success of digital marketing strategies in increasing the visibility and sales of Batik Lintang Putra and Batik Najwa products. In determining the strategy used, it is a marketing mix or marketing mix strategy. The research results explain that the production of written batik and printed batik is done manually using tools and daily labor. In promoting UMKM Batik Lintang and Batik Najwa use social media to promote their products. It is hoped that this research can provide practical guidance for batik UMKM, especially written and printed batik, in optimizing the use of digital technology for their business growth in local and global markets and increasing their competitiveness in the batik industry as a whole.