Sales Transformation of Giriloyo Batik: From Traditional Market to Digital Ecosystem

Abstract

This service program aims to support the transformation of Batik Giriloyo sales from the traditional gallery-based system to a more adaptive digital ecosystem. Kampung Batik Giriloyo, as the oldest hand-written batik center in Yogyakarta, has been relying on direct sales through galleries, which is highly dependent on tourist visits. The changing consumer behavior that now prefers online shopping drives the need for a digital marketing strategy. Using a participatory-collaborative approach, this activity directly involved the managers and craftsmen in the change efforts. The results showed that business actors began to understand basic digital marketing techniques and most of them already had digital promotion accounts. However, utilization of large marketplaces such as Shopee and TikTokShop is still not done due to doubts about the quality of batik products and concerns about consumer trust. This digital transformation requires a gradual approach that takes into account the cultural values and capabilities of the community. With the right strategy and assistance, Batik Giriloyo has the potential to become a good practice example in digital-based local economic empowerment.