INDUKSI TEKNOLOGI MARKETING DIGITAL UNTUK MARKET EXPANTION DI KAMPUNG BATIK LAWEYAN SURAKARTA

Abstract

Batik “Puspa Kencana” and Batik “Tahta” are part of batik industrial center located in Kampung Laweyan Surakarta. As a growing business unit in the global market, Batik “Puspa Kencana” and Batik “Tahta” have big challenges in market access and business competitiveness improvement. Marketing activities undertaken by both partners through the process of direct sales to customers and following the exhibition. The marketing model made the market access limited to Surakarta and its surrounding areas only. Utilizing technology by building online stores and digital profiles can be one solution to expand market access for Batik “Puspa Kencana” and Batik “Tahta” Laweyan. The methods used for community service activities are training, program implementation and application maintenance assistance. Partners are very enthusiastic and helped by the implementation of digital marketing because the introduction of stores and marketing activities can be done easily wherever and whenever through online stores and company digital profiles that can be accessed by internet and social media.