Strengthening Traditional Batik Marketing Through Empowerment Based Digital Marketing: The Role Of The Giriloyo Batik Association In Yogyakarta

Abstract

This community service activity aims to strengthen the marketing strategy for traditional batik in Kampung Batik Giriloyo, Yogyakarta, through community-based digital empowerment. The main obstacle overcome was the low utilisation of digital media by batik artisans. The initiative employs a participatory approach involving problem identification, practical digital marketing training (including the use of WhatsApp Business), promotional content creation, marketplace introduction, and collaborative evaluation. The results show an increase in participants' understanding and skills in digital marketing despite technical constraints such as limited devices and internet access. The enthusiasm of the participants is an important asset in the development of a sustainable digital marketing strategy. This initiative has produced an integrated digital empowerment model that includes participatory needs identification, contextual training, and collaborative evaluation, which has the potential to be replicated to strengthen other traditional MSMEs in the era of digital transformation.