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All Journal Kajian Administrasi Publik dan ilmu Komunikasi
Ebyghea El Mareta
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Social Sciences

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Storytelling pada Konten TikTok sebagai Strategi Komunikasi Pemasaran Batik Lokal Ebyghea El Mareta
Kajian Administrasi Publik dan ilmu Komunikasi Vol. 3 No. 3 (2026): September: Kajian Administrasi Publik dan ilmu Komunikasi
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/kajian.v3i3.1200

Abstract

The rapid growth of social media has transformed marketing communication from one-way interaction into a more engaging and participatory process, with TikTok emerging as an effective platform for creative brand communication. This study aims to analyze the use of storytelling as a marketing communication strategy by the TikTok account @batikindonesia.idn to promote and market local batik products. A descriptive qualitative approach was employed, with data collected through TikTok content observation, in-depth interviews with the social media manager, and documentation of the company's digital marketing activities. Data were analyzed using the storytelling marketing concept integrated with the Integrated Marketing Communication (IMC) framework. The findings reveal that storytelling is implemented through cultural narratives, education about batik philosophy, product usage experiences, customer testimonials, production processes, and brand stories. This approach creates more personal communication, increases audience engagement, strengthens brand identity, and enhances consumer trust. Beyond its promotional function, storytelling also serves as a medium for preserving the cultural values of batik through digital content tailored to TikTok's platform characteristics. The integration of educational, emotional, and persuasive elements contributes to higher engagement and more effective marketing communication for Batikindonesia.idn.
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