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All Journal Jurnal Pengabdian Masyarakat AbdiMas Unri Conference Series: Community Engagement JURNAL STUDIA KOMUNIKA PUCUK REBUNG: Jurnal Pengabdian kepada Masyarakat Jurnal Abdimas Kartika Wijayakusuma Journal Media Public Relations Business Perspective Journal Jurnal Suara Pengabdian 45 Jurnal Media Pengabdian Kepada Masyarakat (JM-PKM)
Carolina, Thabita
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Business Perspective Journal

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Pemasaran Konten: Menyusun Narasi Menarik untuk Melibatkan Audiens dan Mempromosikan Batik Tradisional Lampung Carolina, Thabita
Business Perspective Journal Vol. 4 No. 2 (2024): Business Perspective Journal
Publisher : Prodi Administrasi Bisnis FISIP Universitas Tulang Bawang Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37090/bpj.v4i2.2088

Abstract

This study aims to explore the application of content marketing in promoting Lampung Batik through social media, specifically Instagram, with a focus on crafting engaging narratives to enhance audience engagement. The background of this research stems from the growing use of social media as a marketing tool, yet limited studies have examined effective strategies for constructing marketing narratives for local cultural products such as Lampung Batik. The method employed in this research is content analysis with a qualitative approach, where data was collected through observation of marketing content from several Instagram accounts promoting Lampung Batik. The findings indicate that effective marketing narratives are built through captivating visuals, storytelling about the batik-making process, the use of relevant hashtags, customer testimonials, and collaborations with influencers to expand audience reach. In conclusion, narratives that are consistently and authentically constructed can introduce Lampung Batik as a highly valuable cultural product, as well as increase audience awareness of its existence and the importance of preserving this traditional batik. Recommendations for future research include developing marketing strategies on other social media platforms and strengthening collaborations with the cultural and tourism sectors to broaden the audience. Keywords: content marketing, batik lampung, marketing narrative, instagram
Strategi Visual dan Estetika Konten dalam Peningkatan Awareness terhadap Batik Lampung di Instagram Carolina, Thabita; Purnamasari, Melan Susanty
Business Perspective Journal Vol. 5 No. 2 (2025): Business Perspective Journal
Publisher : Prodi Administrasi Bisnis FISIP Universitas Tulang Bawang Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37090/418cj647

Abstract

The promotion of traditional batik through social media has become a vital strategy for enhancing brand awareness and preserving local cultural heritage. This study aims to analyze the visual and aesthetic strategies used to promote Lampung Batik on Instagram, focusing on three primary accounts: @batiksiger, @deandrabatiklampung, and @batik_gabovira. The research addresses the issue of inconsistent and suboptimal use of visual elements in enhancing brand awareness and audience engagement on social media. This study employed a qualitative content analysis method with a descriptive approach. Data were collected through direct observation of visual content, including photos, videos, color schemes, and aesthetic compositions. The study also examined the use of interactive features and audience responses to each type of content to assess the effectiveness of promotional strategies. The findings reveal that vibrant colors, cultural backgrounds, and consistent storytelling are the most effective visual elements for increasing awareness of Lampung Batik. The three Instagram accounts utilized these elements with varying levels of success, with @batiksiger and @deandrabatiklampung demonstrating greater visual consistency and audience engagement. However, improvements can be made in using advanced Instagram features such as IG Live and cross-account collaborations to further enhance promotional efforts. The study concludes that well-structured visual elements and compelling cultural storytelling significantly improve the effectiveness of Lampung Batik promotion on Instagram. It is recommended that batik UMKM adopt these insights to develop more diverse and interactive content strategies to strengthen audience engagement and cultural identity. Future research could explore the use of narrative video formats and conduct regular evaluations to assess the effectiveness of different visual promotional strategies. Keywords: visual strategy, promotion, brand awareness, visual aesthetics, Batik Lampung
Co-Authors Agustiana, Elia Agustini Akbar, Nicko Athalah, Rafif Aulia, Titin Aziz, Kholid Baehaqi Berty, Oktiya Desy Rahmawati, Desy Dwi Astuti Fauzan, Haroni Hae, Mike Meyranda Jhosephina Hapzi Ali Muhammad Luthfi Nababan , Edward Harungguan Nuryana Pahlevi, M.Reza Purnamasari, Melan Susanty Rasyid, Febby Rullya RR. Ella Evrita Hestiandari Saputra, David Septiani, Riana Suharyono, Heru Sundari, Susanti SURYANI Suryani Suryani Susanti Sundari Suwarni, Putri Endah