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All Journal Formosa Journal of Applied Sciences (FJAS)
Matrona Patricia Malindir
Universitas Telkom
Control & Systems Engineering Decision Sciences, Operations Research & Management Education Engineering Social Sciences

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The Effectiveness of Social Media as a Digital Marketing Tool in Expanding the Market for Tanimbar Ikat Weaving Products Matrona Patricia Malindir; Agus Maolana Hidayat; Arry Widodo; Nurafni Rubiyanti
Formosa Journal of Applied Sciences Vol. 4 No. 5 (2025): May 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjas.v4i5.139

Abstract

Tanimbar Ikat Weaving is a traditional craft from the Tanimbar Islands, West Southeast Maluku, with high cultural and philosophical values. However, this product faces obstacles in expanding the market due to limited access and marketing strategies. In the digital era, social media is an opportunity to expand national and international market reach. This study examines the effectiveness of social media as a digital marketing tool in increasing the accessibility, visibility, and marketability of Tanimbar Ikat Weaving. The method used was a mixed approach: an online survey of 150 respondents as well as interviews with craftsmen, business people, and consumers. Social network analysis and digital marketing strategy mapping were used to assess interaction patterns and promotional effectiveness. The research results are expected to contribute to the development of MSMEs as well as the preservation of local culture through the optimal utilization of digital marketing strategies.
Co-Authors Agus Maolana Hidayat Arry Widodo R. Nurafni Rubiyanti