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Aktivitas Promosi Media Sosial Instagram dan Sikap Konsumen Muda Produk Batik Lokal
Abstract
Usaha batik merupakan sektor yang menguntungkan bagi para pemilik usaha, terutama usaha mikro, kecil, dan menengah atau UMKM. Promosi suatu produk batik oleh seorang pelaku usaha tentunya membutuhkan promosi melalui komunikasi pemasaran agar konsumen tertarik dengan produk yang ditawarkan. Efektivitas promosi melalui media sosial merupakan salah satu bentuk bauran komunikasi pemasaran yang berhubungan langsung dengan tingkat keterpaparan konsumen di mana konsumen memutuskan untuk membeli produk batik lokal. Penelitian ini ingin mengetahui dan menganalisis efektivitas promosi produk batik lokal melalui Instagram berikut faktor-faktor yang berhubungan dengan efektivitas promosi produk batik dan karakteristik konsumen muda produk batik lokal. Penelitian ini menggunakan pendekatan kuantitatif karena penelitian ini bertujuan untuk mengukur efektivitas dan manajemen hubungan serta pengaruh efektivitas promosi dengan karakteristik konsumen dalam hal ini konsumen muda produk batik lokal. Pendekatan kuantitatif yang digunakan adalah penelitian survei terhadap responden. Temuan menunjukkan bahwa akun Instagram Promosi Batik Lokal belum efektif meningkatkan sikap pembatik lokal. Penelitian ini juga menemukan bahwa promosi dan pembentukan komunikasi pemasaran namun dengan media yang berbeda seperti Youtube dapat memotivasi anak muda atau khalayak lainnya, selain itu juga harus membangun komunitas yang dibutuhkan untuk terus membangun kesadaran dan pemahaman serta promosi yang tepat untuk batik lokal.
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DOI: https://doi.org/10.25008/wartaiski.v3i02.62
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