Published: 2025-06-01

Strategi Komunikasi Pemasaran Dalam Mempromosikan Batik Putri Sanggabuana Karawang Sebagai Identitas Budaya Lokal

DOI: 10.35870/jemsi.v11i3.4195

Devi Pitrianingsih, Puji Isyanto, Neni Sumarni
  • Devi Pitrianingsih: Universitas Buana Perjuangan Karawang ROR
  • Puji Isyanto: Universitas Buana Perjuangan Karawang ROR
  • Neni Sumarni: Universitas Buana Perjuangan Karawang ROR
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Abstract

This study aims to analyze the marketing communication strategy of Batik Putri Sanggabuana Karawang in promoting batik as a local cultural identity, as well as identify the obstacles that affect the effectiveness of the strategy. Using a qualitative approach with a case study method, data were obtained through in-depth interviews, observation, and document analysis. The results show that social media, collaboration with influencers, and cultural campaigns have increased public awareness of Batik Karawang, although there are still constraints such as budget limitations and low local appreciation. A more creative marketing strategy is needed to strengthen Putri Sanggabuana Batik's position as local cultural pride. This study implies the importance of collaboration between the government, community, and entrepreneurs in preserving and promoting batik as a cultural heritage and improving its competitiveness in the domestic and global markets.

Keywords

Marketing Communication Strategy; Cultural Identity; Promotion Strategy; Local Batik

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How to Cite

Pitrianingsih, D., Isyanto, P., & Sumarni, N. (2025). Strategi Komunikasi Pemasaran Dalam Mempromosikan Batik Putri Sanggabuana Karawang Sebagai Identitas Budaya Lokal. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(3), 1765-1772. https://doi.org/10.35870/jemsi.v11i3.4195
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 3 (2025)

  • Section: Articles

  • Published: 2025-06-01

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Author Biographies
Devi Pitrianingsih, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

Puji Isyanto, Universitas Buana Perjuangan Karawang
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Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

Neni Sumarni, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

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