Pendampingan Membatik dan Digitalisasi Marketing dalam Upaya Peningkatan dan Pengembangan Daya Tarik Wisata Di Desa Banjarrejo - Elmira Febri Darmayanti; Fenny Thresia; Dani Anggoro; Sri Retnaninng Rahayu; Angga Kurniawan (UM Metro, 2022)
ABSTRAK Sebagian besar penduduk Desa Banjarrejo bekerja sebagai petani, buruh, dan pedagang. Salah satu potensi usaha yang bisa dikembangkan di desa ini adalah bidang kebudayaan. Di bidang kebudayaan, Desa Banjarrejo memiliki beberapa kesenian, diantaranya adalah seni gamelan jawa, seni janeng, seni wayang kulit, serta seni janger, kuda lumping, dan seni batik. Permasalahan utama yang dihadapi yaitu masih perlunya pelestarian seni membatik di Desa Banjarrejo. Selain itu, perlu adanya peningkatan produktivitas ibu-ibu yang ada di Desa Banajrrejo dan remaja putus sekolah serta perlunya pemberdayaan SDM setempat terkait penggunaan digital marketing dalam upaya peningkatan dan pengembangan daya tarik wisata. Adapun solusi untuk menyelesaikan permasalahan tersebut yaitu dilakukan pendampingan membatik dan penggunaan digitalisasi marketing bagi mitra agar masyarakat di Desa Banjarrejo dapat mengasah keterampilan membatik yang nantinya dapat melestarikan seni batik yang mulai luntur akibat era digitalisai. Selain itu, diperlukannnya pendampingan terkait penggunaan digitalisasi sebagai media branding, sharing, serta promosi. Metode yang digunakan dalam pelaksanaan pengabdian ini adalah melakukan praktik langsung (tutorial) kegiatan membatik, diskusi, dan sharing mengenai proses membatik dan digitalisasi marketing. Hasil dari pengabdian ini antara lain masyarakat khususnya ibu-ibu dan remaja putus sekolah di Desa Banjarrejo semakin yakin bahwa seni membatik yang sudah ada dapat dilestarikan dan dijadikan salah satu ciri khas dan daya tarik wisata dari Desa Banjarrejo, selain itu dengan adanya kegiatan digitalisasi lebih memudahkan pelaku usaha untuk memasarkan secara online di platform pilihan sehingga meningkatakan produktivitas dan pendapatan mereka. Kata kunci: branding, digitalisasi marketing, promosi, platform, sharing. ABSTRACT Most of the residents of Banjarrejo Village work as farmers, laborers, and traders. One of the business potentials that can be developed in this village is the field of culture. In the field of culture, Banjarrejo Village has several arts, including Javanese gamelan art, janeng art, shadow puppets, as well as janger art, lumping horses, and batik art. The main problem faced is the need to preserve the art of batik in Banjarrejo Village. In addition, there is a need to increase the productivity of mothers in Banajrrejo Village and dropout teenagers and the need for empowerment of local human resources related to the use of digital marketing in an effort to increase and develop tourist attractions. The solution to solving these problems is batik assistance and the use of marketing digitalization for partners so that the community in Banjarrejo Village can hone batik skills that can be done by batik art which is starting to fade due to the digitalization era. In addition, assistance is needed regarding the use of digitalization as a media for branding, sharing, and promotion. The method used in the implementation of this service is direct practice (tutorial) of batik activities, discussions, and sharing about marketing and digitization. The results of this service include the community, especially mothers and out-of-school teenagers in Banjarrejo Village, who are increasingly convinced that the existing batik art can be preserved and used as one of the characteristics and tourist attractions of Banjarrejo Village, besides that with digitalization activities it is easier business actors to market online on the platform of choice so as to increase their productivity and income. Keywords: branding, digitalization of marketing, promotion, platform, sharing.