Digitization of Bamboo Craft Marketing Case Study of Bamboo Craftsmen in Wukirsari Village, Bantul

Abstract

Wukirsari Village, located in Imogiri District, Bantul Regency, is one of the bamboo craft centers in the Special Region of Yogyakarta. Artisans in this village produce a variety of traditional products such as cething, tampir, bookshelves, and other household supplies. However, the marketing system used is still very conventional, relying on collectors, local exhibitions, and limited promotion through simple social media such as WhatsApp. This condition causes low product added value and limited market reach. This research aims to analyze the traditional marketing conditions run by artisans and explore their potential and readiness to adopt digital marketing. The approach used is a descriptive qualitative study with observation methods and in-depth interviews with bamboo artisan groups. The results of the study show that there is a great opportunity to increase product competitiveness through the use of appropriate digital marketing strategies, such as the use of e-commerce, social media, and strengthening local branding. This transformation is also considered important to attract the interest of the younger generation and encourage the sustainability of the bamboo craft business in the digital era.