THE INFLUENCE OF SOCIAL MEDIA MARKETING AND DIGITAL TEXTILE PRINTING ON CONSUMER ENGAGEMENT: A STUDY OF INDONESIAN BATIK INDUSTRY

• Main Author: Amara Syaiful, Keisya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61109
• Institution: Institut Teknologi Bandung

The Indonesian batik industry is undergoing technological-oriented changes, namely utilization of social media marketing and digital textile print strategies. Consumers argue that it threatens the traditional batik’s cultural sustainability and alters the original quality and storyline. The purpose of this research is to analyse the effects of the technological modernization of the batik industry to the consumer engagement, attitudes, and loyalty chain. The examined data collected will help raise awareness and actions taken from various stakeholders to ultimately help preserve and protect the sacred art and business of Indonesian batik. This qualitative research uses a natural semi-structured interview method with credible Jakarta-based batik consumers to represent the descriptive primary data collection, while secondary data gained from online peer-reviewed journals and articles are all analysed using the content analysis method. Findings imply that social media marketing and digital textile print technologies have a highly effective cognitive influence to the different coexisting batik market segments engagement chain. They are more likely to engage with online influencers and enthusiast communities as it catalyses emotional attachments to the brands thus impacting purchasing decisions. Both segments still prefer the hand-made products but some are empathetic towards the digital printed ones’ circumstances.