Riska, Nur Azizah (2025) ANALYSIS OF THE MARKETING STRATEGY FOR WARISAN BATIK JOGJA IN FACING THE MARKETING 5.0 ERA. S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

In the marketing 5.0 era, digital technology has compelled the batik industry to adopt more innovative and technology-based marketing strategies. This study aims to analyze the marketing strategies of Warisan Batik Jogja in facing the marketing era by integrating traditional and digital marketing approaches. The research method used is a qualitative approach with data collection techniques including observation and interviews. The findings indicate that Warisan Batik Jogja has implemented digital marketing strategies through social media, e-commerce and storytelling to enhance customer engagement and expand market reach. However, several challenges remain, such as limited promotion beyond the Yogyakarta region and a lack innovation in digital strategies. This study recommends strengthening digital promotions through broader social media platforms, diversifying innovation-based products, and enhancing data-driven marketing strategies to improve Warisan Batik Jogja in the digital era. In facing the Marketing 5.0 era, Warisan Batik Jogja focused not only on digital marketing aspects but also on preserving the traditional cultural values inherent in batik. Warisan Batik Jogja can reach a wider market by using social media and marketplace through digitalization. However, the main challenges faced include the lack of optimalization in digital strategies and limited market penetration beyond the Yogyakarta region. Additionally, adapting to changes in consumer behavior, which increasingly relies on technology in purchasing decisions, is another crucial factor to consider. This study also highlights the importance of experience-based promotional strategies, such as storytelling about batik-making process and collaboration with influencers and batik enthusiast communities. Warisan Batik Jogja’s competitiveness can be improved by incorporating product innovation, such as using eco-friendly materials and designs that follow modern trends.

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