Creative Marketing Strategies of Sembung Batik

DOI

10.2991/assehr.k.200325.030How to use a DOI?

Keywords

creative industry, digital promotion, Batik Sembung

Abstract

Batik is one of the cultures that is owned by the Indonesian. Batik describes a story in a piece of cloth, about certain events and symbols that are referred to as patterns. Each region has its batik style as a characteristic and differentiator from the other regions. Basically, batik has the same technique, which is to close and draw pictures or patterns and color them. Yogyakarta is famously identified with batik. Therefore batik business magnificently develops in this city. Today’s era encourages innovation in making batik is necessary, especially digital marketing, so the products are not only sold in galleries. Some home industry businesses in the city of Yogyakarta have used digital promotion strategies, one of which is Batik Sembung. The data of this research was collected through observation and in-depth interviews. The results of the Batik Sembung digital promotion analysis on social media accounts are to promote the products online. Besides, the presence of online services eases for customers to choose the desired product quickly. In addition, social media also facilitates the owner to introduce new products or new creations and also eased the customers to see the style, color, and fabric that will be selected. Thus, customers do not need to come to the batik Sembung gallery. In digital promotion strategy, the batik home industry uses social media such as Facebook and Instagram, where both social media focuses on images and writing. Batik Sembung home industry can display the latest creations in more detail way and show creativity in styles and patterns.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ririn Puspita Tutiasri
AU  - Syafrida Nurrachmi Febriyanti
AU  - Ahmad Fahri Huzain
AU  - Abizard Sakti Nugroho
PY  - 2020
DA  - 2020/03/31
TI  - Creative Marketing Strategies of Sembung Batik
BT  - Proceedings of the 2nd International Media Conference 2019 (IMC 2019)
PB  - Atlantis Press
SP  - 387
EP  - 396
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200325.030
DO  - 10.2991/assehr.k.200325.030
ID  - Tutiasri2020
ER  -