DIGITAL MARKETING AS AN EFFORT TO INCREASE THE PRODUCTION CAPACITY OF GIRILOYO WUKIRSARI IMOGIRI BANTUL YOGYAKARTA BATIK

Abstract

Batik is one of the ancestral legacies from the Hindu era that must be preserved. In addition to being a cultural heritage, batik also supports the economy of the local community. Batik also has its own philosophical values in each motif. Batik Giriloyo is estimated to have been established in the 17th century and has become the main source of income for the community. This community service activity aims to explore the role of digital marketing for batik artisans so they can effectively utilise social media as a promotional and sales tool. The methods used include observation, interviews, and documentation within the batik industry, employing a qualitative approach. The results of the activity indicate that some artisans, particularly younger generations, are actively using platforms such as Instagram and Facebook. However, there are still obstacles in terms of digital literacy, especially among senior artisans. The recommendation from this activity is that digital marketing training and guidance are essential to improve the artisans' competence in managing online promotions. This activity is expected to expand the market reach of Giriloyo hand-drawn batik, increase income, and strengthen the sustainability of the traditional batik industry in the digital era.