Giriloyo Batik Product Development Based on Fashion and Digital Marketing to Answer Regeneration Challenges

Abstract

Batik Giriloyo is one of the traditional written batik centers that has high cultural and historical value in Indonesia. However, the industry faces serious challenges, especially in terms of artisan regeneration and limitations in product innovation and digital marketing. This community service program aims to develop the capacity of Batik Giriloyo MSMEs through digital marketing training, design thinking, and product development based on the fashion industry. The method used is a qualitative descriptive approach with in-depth observation and interview techniques with local business actors, artisans, and youth. The results of the program show an increase in knowledge and skills in digital marketing as well as the emergence of a creative mindset in the development of batik products. The integration between cultural preservation and digital innovation has proven to be able to encourage the sustainability of the batik business while attracting the interest of the younger generation. This model is recommended as an adaptive transformation-based batik preservation strategy that can be applied in other batik regions.