Rahman, Sukmawati and -, Nieldya Nofandrilla, S.E., M.A (2026) Analisis Strategi Komunikasi Pemasaran Digital Kelompok Usaha Tenun Ikat Desa Kalikur Nusa Tenggara Timur. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Ikat weaving is a type of traditional fabric whose production process involves tying threads before the dyeing process, which then produces certain motifs. Kalikur Village is one of the villages producing ikat weaving in NTT, which has distinctive motifs and colors that have been passed down from generation to generation by the local community. This study aims to identify the forms of digital marketing implemented by weavers, as well as various obstacles and efforts that can be made to improve digital marketing communication strategies in order to reach a wider market. This study uses the SOSTAC (Situation Analysis, Objectives, Strategy, Tactic, Action) model as an analytical framework. The method used is descriptive qualitative with data collection through in-depth interviews with three informants. The results of the study indicate that the digital marketing communication strategy implemented by weavers leads to the form of Interactive Marketing through the use of Facebook social media as a marketing communication tool, both through uploading visual content and two-way interactions through comments and private messages. This research is expected to contribute to the study of marketing communications, especially in the context of marketing local products in the current digital era, as well as being a reference for ikat weavers in Kalikur Village in designing effective digital marketing communications strategies, so as to increase product competitiveness, expand marketing networks, and enhance the identity of woven fabrics as a cultural heritage of high value, especially in the digital era.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, SOSTAC, Social Media, Kalikur Village |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | SUKMAWATI RAHMAN |
| Date Deposited: | 12 May 2026 01:41 |
| Last Modified: | 12 May 2026 01:41 |
| URI: | http://eprints.ums.ac.id/id/eprint/144863 |
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