STRATEGI DIGITAL MARKETING DASILVA BATIK DALAM MENINGKATKAN BRAND AWARENESS DAN MINAT BELI KONSUMEN DI ERA DIGITAL

Abstract

This study aims to describe and analyze the digital marketing strategies implemented by Dasilva Batik, a batik fashion MSME in Malang City established in 2017 with the tagline "Wearing Batik Doesn't Have to Mean a Shirt" in an effort to boost brand awareness and consumer purchase interest. The digital marketing activities examined encompass platforms such as TikTok, Shopee, Instagram, and WhatsApp Business, covering live streaming, daily content production, a project-based ordering system, and participation in exhibitions and media coverage. A qualitative descriptive approach utilizing a case study method was employed. Data collection involved observation, in-depth interviews with the founder and marketing team, and document analysis using the SWOT (Strengths, Weaknesses, Opportunities, Threats) matrix. The findings reveal that Dasilva Batik’s key strengths lie in product differentiation as a pioneer of batik jackets, comprehensive business legality, and extensive partnership networks and media exposure. However, a fundamental weakness lies in the management of digital content, which lacks a structured schedule and a data-driven approach. The "local pride" trend among the youth and the rise of short-video platforms present major opportunities, while aggressive market competition and changing platform algorithms pose dynamic threats. The study recommends developing a structured content calendar and implementing storytelling rooted in cultural values ​​to optimally convert brand exposure into increased brand awareness and consumer purchase interest.