Digital Marketing for Acceleration of Indonesian Batik Export in the Global Pandemic of COVID-19

Abstract

This study is aimed at determining the attitudes of Indonesian batik craftsmen and entrepreneurs in relation to economic stagnancy throughout Covid-19 pandemic. Indonesia has dominated batik market and has become its economic driver both at the regional and national level before Covid-19 pandemic. On Friday (9/10/2020), the total infected people reached 36,4 milion around the world. Out Of that number, 1,06 milion people died, while 25,4 milion people recovered. Thus, currently there are 9,94 milion active cases of Covid-19. This condition has made economies around the world collapsed including batik industries in Indonesia. This research used an ethnographic approach with observation, interviews and document analysis as research instruments to collect the data. The findings identify attitudes of craftsmen and entrepreneurs of Batik in responding to Covid-19 pandemic. As commonly known that the pandemic has caused economic crisis where many large-scale businesses have stagnated even stopped their activities. However the Micro, Small and Medium Enterprises sector is more resilient in dealing with this. Thus, it needs a support from products and services of private and state-owned enterprises which have an important role in triggering economic growth in society especially for batik craftsmen.

Keywords: digital marketing; export acceleration; global covid-19 pandemic; Indonesian batik entrepreneur

DOI: 10.7176/ADS/90-01

Publication date: February 28^th 2021