Batik Global Market Penetration Through New Media (Sub-Theme:15)

Rahma Santhi Zinaida, Rahma (2022) Batik Global Market Penetration Through New Media (Sub-Theme:15). Batik Global Market Penetration Through New Media (Sub-Theme:15).

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Abstract

Batik is a cultural identity from Indonesia that has been approved by the UNESCO. Batik is an ancestral heritage, was first made in Solo and famous with Tenunan motif. Batik is one way of making fabric, the technique of coloring cloth using ‘malam’ and ‘canting’ to prevent uneven staining part of the fabric. In the international literature, this technique is known as wax-resist dyeing. Marketing batik that used before only by the conventional marketing, now on, people use new media as an effective marketing strategy to promote and socialized batik as Indonesia's cultural identity to the global market. Buyers from around the world can buy batik with an official website for selling Batik, government or private blog, social media such as Facebook, and Twitter. Through this study, we will analyze the marketing communication strategy batik in Indonesia through new media to penetrate the global market. This research used descriptive qualitative research method by analizing website, facebook and twitter that selling Batik. The result is that the majority of manufacturers of batik in Indonesia now is more integrated marketing relies on a certain place and relying on new media such as websites, and social media.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Engineering, Science and Mathematics > School of Civil Engineering and the Environment
Depositing User:	Mr Edi Surya Negara
Date Deposited:	20 Jun 2022 07:15
Last Modified:	20 Jun 2022 07:15
URI:	http://eprints.binadarma.ac.id/id/eprint/13451

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