Utilization of Digital Marketing to Improve Marketing of Endek Woven Fashion for Business Market

Abstract

The richness of Indonesian culture and traditions is currently being maintained in the diversity of the nation so that apart from being protected and preserved, we must maintain it properly. Currently, the use of weaving culture in Bali is being promoted to encourage the usage of endek in clothes. Endek comes from the word "gendekan"or "ngendek"which means silent or fixed, does not change color. Weaving activities or endek weaving can be found in some districts in Bali. Endek ikat weaving has various names following where it is made. The Bali Provincial Government has made a circular regarding the use of endek woven fabrics, and has been stipulated since January 28, 2021, where it stipulates that all Balinese people regarding clothing go to the official office as uniform using Endek woven every Tuesday. To boost the promotion and campaign of tenun Endek or Endek woven as uniform among professional in Bali region, the school utilize digital marketing and promotion as efficient and effective media and tool for promotion in term of its ability to provide wide coverage and strong exposure to customer and market.