Online Marketing Effects: Social Media Engagement in Promoting Batik among MSMEs
DOI:
https://doi.org/10.31933/dijms.v5i4.2100Keywords:
MSMEs, batik industry, promotions, social media, engagementAbstract
The batik industry, which MSMEs dominate, is one of Indonesia's strengths of cultural heritage and economic growth. The development of technology and information has changed business processes, one of which is the marketing process to become completely digital. Selling via social media has opened up opportunities for some MSMEs in the batik industry, a potential industry in Indonesia, to market their products by targeting consumers of various ages and social statuses. This research aims to understand the effectiveness of social media marketing and consumer engagement with sellers through social media marketing. This research will provide insight for MSMEs in the batik industry to optimize their marketing strategies through social media engagement. This research uses a triangulation method by combining the results of interviews with batik entrepreneurs, consumers of batik products, and theory. Analysis of interview results reveals that young consumers feel that selling batik via social media is very effective and is their primary choice. Batik entrepreneurs in Banyuwangi feel that promotions through online social media and offline promotions through physical stores, festivals, and exhibitions are equally important promotional media for attracting customers from various groups. The current analysis highlights excellent and effective social media promotion strategies for batik entrepreneurs in Banyuwangi to increase consumer engagement and desire to buy products.
References
Adhistiany Sopyan, D., Nurul Afiya, R., Sri Hanifah, S., Ayu Sagita, S., Zulfani, S., Accounting Studies, P., & PASIM Sukabumi, S. (2019). Branding Strategy as an Effort to Develop Creative Products for Micro, Small and Medium Enterprises (Mumkm) Kampoeng Baja Snacks in Rw 11, Cisarua Village, Cikole District, Sukabumi City, West Java. In Journal of Tourism and Hospitality I (Vol. 1).
Augina, A., Program, M., Science, S., Society, K., Medicine, F., Health, I., Jambi, U., Letjend, J., No, S., 33, T., & Pura, J. (nd). Data Validity Checking Techniques in Qualitative Research in the Field of Public Health. In Scientific Journal of Public Health (Vol. 12).
Dehghani, M., & Tumer, M. (2015). A research on the effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597–600. https://doi.org/10.1016/j.chb.2015.03.051
Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58–67. https://doi.org/10.1016/j.tourman.2014.09.005
Dunlop, S., Freeman, B., & Jones, S. C. (2016). Marketing to youth in the digital age: The promotion of unhealthy products and health promoting behaviors on social media. Media and Communication, 4(3), 35–49. https://doi.org/10.17645/mac.v4i3.522
Hadi, DF, Zakiah, K., & Bandung, I. (2021). Digital Marketing Strategy for MSMEs (Micro, Small and Medium Enterprises) to Compete in the Pandemic Era. COMPETITIVE, 16(1). http://ejurnal.poltekpos.ac.id/index.php/competitive|32
Public Relations of the Coordinating Ministry for Economic Affairs of the Republic of Indonesia. (2023, March 9). Improving Product Quality and Competitiveness, Government Aims for Wider Export Market for Furniture Industry. Coordinating Ministry for Economic Affairs of the Republic of Indonesia.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence and Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375
Kotler, P., & Keller, K. (2016). Marketing Management (15th Edition). Pearson Pretice Hall.
Novi Husdinariyanto. (2022, October 2). Develop the batik industry through the Banyuwangi Batik Festival. Between East Java.
Putra, AH (2018). The Role of MSMEs in Community Development and Welfare in Blora Regency. In October Sociological Analysis Journal Article (Vol. 2016, Issue 2).
Sanola, M. (2022). Implementation of Aceh Qanun Number 11 of 2018 concerning Sharia Financial Institutions in Central Aceh Regency (Case Study of Conventional Banks Bni, Mandiri and Bri). 12(1), 1–7.
Silviana Batubara, O., Maharani, F., & Economics, Graha Nusantara University, Padangsidimpuan, F. (2022). MSME Business Development During the Pandemic Through Optimizing the Use and Management of Digital Media. Journal of Community Service, 02(01), 1017–1022. https://stp-mataram.e-journal.id/Amal
Supriyanto, A., & Rosmalia, V. (2021). Utilization of Social Media as Business Marketing in the Era of Society 5.0.
Tayibnapis, AZ, Wuryaningsih, LE, & Gora, R. (nd). Development of the Digital Economy in Indonesia.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Ita Prihatining Wilujeng, Raisa Fitri, Handri Dian Wahyudi, Alifia Ratna Sungkar, Dea Lestari Wahyuningtyas
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Management Science (DIJMS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Management Science (DIJMS).
