Penggunaan Wahana Digital dalam Promosi dan Pemasaran Batik sebagai Kontekstualisasi Pelestarian Cagar Budaya

Abstract

The development of marketing has increasingly taken advantage of digital platforms. The use of digital marketing through social media can effectively and efficiently promote Candi Banyunibo and batik Banyunibo. Batik Banyunibo is a handicraft which is made by the local community. The digital promotion has many advantages because it can attract more tourists to visit Candi Banyunibo to know Batik Banyunibo. This program contributes to producing and promoting Batik Banyunibo using a digital platform based on the preservation of cultural heritage. Promotional activities using Instagram by creating promotional content in the form of videos on the reels feature. The content contains many information, i.e. natural, cultural, and economic products based on cultural heritage. This article discusses promotion and marketing using digital platforms integrated with aspects of cultural heritage preservation. The benefits of using digital platforms can attract tourist interest in Candi Banyunibo, a community of cultural heritage observers, and increase knowledge and understanding of cultural heritage and Batik Banyunibo.