PEMANFAATAN MEDIA DIGITAL DALAM PEMASARAN BATIK SEMARANGAN

Abstract

Semarang batik has grown rapidly since its introduction in the 18th century. The existence of the Semarang batik village in the Bubakan area is an indicator that the batik craft industry has taken root in Semarang. One of them is Rejomulyo Batik Village. The batik industry in Rejomulyo batik village has a strategic location so that it becomes a destination for tourists visiting Semarang. However, since the COVID-19 pandemic, the number of tourists visiting has decreased. One strategy for the Batik craft industry to survive is to use digital media to market products. The problem that arises in one of the Semarang batik businesses in Kampung Batik is marketing which is still simple, namely only through shops. The use of Instagram social media is still not optimal. The solutions offered are first to provide education about the importance of digital marketing with marketing through market places and the use of social media in designing marketing strategies for Batik Semarangan.