ANALYSIS OF EFFECTIVE INTERACTIVE MARKETING STRATEGIES TO INCREASE BATIK BRAND AWARENESS: LITERATURE STUDY
Keywords:
Interactive marketing, digital marketing, batik brand, batik
Abstract
Introduction/Main Objectives: Batik is a cultural heritage that needs to be inherited. Therefore, batik needs to be marketed in contemporary ways by involving batik users. Background Problems: Many batik entrepreneurs have not fully utilized digital technology to promote their products. Novelty: The main challenges include a lack of understanding of the elements of an effective interactive marketing strategy and how to implement them. Therefore, this study aims to identify elements of an interactive marketing strategy that can significantly increase brand awareness of batik. Research Methods: Using Systematic Literature Review, on articles that have been written. Article search using the Publish or Perish application, on Google Scholar search using the title words: Batik and keywords, interactive marketing, brand awareness, marketing content, social media, Findings/Results: from 53 papers presented in the application, after being selected, 11 articles were produced that were in accordance with the research theme. Conclusion: there are at least 7 interactive marketing elements that can influence batik brand awareness, namely the Use of Social Media, Interesting Media Content, Visual Content, Media Partnership, SEO and SMO, Utilization of Social Media with the SOSTAC method, Digital inbound Marketing.References
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Badri, M. (2011). Komunikasi Pemasaran UMKM di Era Media Sosial.
Desrizal, Iva Mas Uva, Eva Ariati, & Endah Fantini. (2023). Digital Marketing and Marketing Communication Strategy at Ciwaringin Cirebon Batik Umkm as a Challenge in Technological Development. Indonesian Journal of Contemporary Multidisciplinary Research, 2(6), 1055–1068. https://doi.org/10.55927/modern.v2i6.6475
Fadhilah, M., Kartika Wati, S., & Kurniawati Widodo, E. (2024). Penerapan Digital Marketing pada UMKM Batik Sembung di Kulonprogo. Al Kharaj, Jurnal Ekonomi Keuangan Dan Bisnis Syariah, 6(2), 802–809. https://doi.org/10.47467/alkharaj.v6i3.3603
Ghufroni An, M., Hendrastuty, N., & Ade Dwi Putra, dan. (2023). Perancangan Teks Promosi UMKM Sikop Arrum Batik Menggunakan Program Berbasis AI ChatGPT. 4(1). https://doi.org/10.23960/jpkmt.v4i1.109
Gianthonove, V. S., & Pratiwi, S. R. (2022). Pemanfaatan Influencer sebagai Strategi Komunikasi Pemasaran untuk Meningkatkan Brand Awareness Tinkerlust (Vol. 8, Issue 1). www.sociabuzz.com
Gita Andini, B., Edipson Luik, J., Bambang Wahyudi Prodi Ilmu Komunikasi, O., & Kristen Petra Surabaya, U. (2021). Sikap Followers Instagram @sushiteijogja Terhadap Isi Akun Instagram Sushi tei Jogjakarta. E-Komunikasi, 9(2).
Gunawan, S. S. (2021). Perancangan Konsep Konten Visual Beta Batik Di Instagram Untuk Meningkatkan Awareness Dan Engagement. DKW Adiwarna, 1(18).
Hanif Ahda, M. (2023). Strategi Pemanfaatan Instagram sebagai Media Komunikasi Pemasaran digital pada Batik Malai Strategies for Utilizing Instagram as a Digital Marketing Communication Media for Batik Malai (Vol. 6). https://jurnal.unismuhpalu.ac.id/index.php/JKS
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Lieb, R. (2011). Praise for Content Marketing.
Mayastika, E. (2020). Seminar Nasional Teknologi Komputer & Sains (SAINTEKS) Channel YouTube Untuk Meningkatkan Customer Engagement. 2020. https://prosiding.seminar-id.com/index.php/sainteks
Moestopo, U. (2022). Strategi Komunikasi Pemasaran Batik Keris di Masa Pandemi Muhammad Irsan, Prasetya Yoga Santoso, Nasrullah Kusadjibrata. In Oktober (Vol. 1, Issue 2).
Nurdiana, Pristiyono, & Mulkan Ritonga. (2023). Analisis Pemasaran Interaktive Dalam Menarik Minat Konsumen Berbelanja Online Dan Kepuasan Berbelanja. Journal of Trends Economics and Accounting Research, 3(4), 380–389. https://doi.org/10.47065/jtear.v3i4.599
Nuryakin, & Pribadi, F. (2021). Pembuatan Konten Pemasaran Bagi Pengrajin Batik di Desa Jarum Kecamatan Bayat Kabupaten Klaten. Abdima Serawai, 1(3).
Praswati, A., Mabruroh, Mukharomah, W., Sina, H., & Mafiana, D. (2022). Strategi Komunikasi Pemasaran Online Produk Batik Sekar Arum. Abdi Psikonomi, 3(4).
Pratiwi, A. (2021). Rafida Batik Sentra Industri Pilang Masaran Sragen.
Rahma Dhany, U., Wilamsari, F., Musriati, T., Masluha, S., & Rahajeng, Y. (2024). Optimalisasi Digital Marketing Strategy UMKM Batik Randu7 Mulia Probolinggo. JPML, 2(2).
Restaty, S. M. N., & Wuryanta, A. E. W. (2020). Aktivitas Promosi Media Sosial Instagram dan Sikap Konsumen Muda Produk Batik Lokal. Warta ISKI, 3(02), 91–102. https://doi.org/10.25008/wartaiski.v3i02.62
Riska Amalia, Siti Syaodah, Susilawati Susilawati, & Riki Gana Suyatna. (2023a). Penerapan Digital Marketing Sebagai Strategi Pemasaran UMKM Studi Kasus Batik Tedjo. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen Dan Bisnis, 2(1), 295–301. https://doi.org/10.61132/manuhara.v2i1.568
Riska Amalia, Siti Syaodah, Susilawati Susilawati, & Riki Gana Suyatna. (2023b). Penerapan Digital Marketing Sebagai Strategi Pemasaran UMKM Studi Kasus Batik Tedjo. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen Dan Bisnis, 2(1), 295–301. https://doi.org/10.61132/manuhara.v2i1.568
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research, 55(1), 64–78. https://doi.org/10.1177/0047287514541008
Soegoto, E. S., & Simbolon, T. (2018). Inbound Marketing as a Strategy in Digital Advertising. IOP Conference Series: Materials Science and Engineering, 407(1). https://doi.org/10.1088/1757-899X/407/1/012183
Sundayana, A., Kafita, F., Fajar, I., & Selasi, D. (2024). The Implementation of Digital Marketing in MSMEs Batik Tulis Cahaya Murni in Gamel Village, Cirebon.
Trisnani. (2017). PEMANFAATAN WHATSAPP SEBAGAI MEDIA KOMUNIKASI DAN KEPUASAN DALAM PENYAMPAIAN PESAN DIKALANGAN TOKOH MASYARAKAT Trisnani. 6.
Vania, A., Nabila1, A., Pambudi2, K., & Nasywa, N. (2023). Peran Duta Batik Sebagai Media Pelestarian Batik Indonesia. Prosiding Seminar Nasional, 1490–1501.
Yohanes, R., Dwijayanti, A. A. I. P., & Subroto, S. (2021). Implementasi Strategi Marketing Public Relations dalam Membangun Citra Batik untuk Generasi Muda. Warta ISKI, 4(1), 1–10. https://doi.org/10.25008/wartaiski.v4i1.101
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