Instagram: The Alternative Media in Batik Promoting

Abstract

The management of promotional media by West Java Batik entrepreneur through the use of social media Instagram has not been done optimally. One indicator that can be seen is the number of West Java Batik hashtags, which are still fewer when compared to the number of batik hashtags originating from the provinces of Central Java and Yogyakarta. Therefore, the purpose of this study is to analyze a number of problems which are considered as the causes of the lack of optimal management of Instagram social media as a promotional media for West Javanese batik. The method used in this study is a descriptive case study which tries to describe the problem by observing the Instagram account of the West Java batik businessman. The results obtained indicate that there is a neglect of the functions and features available on the Instagram platform, so that information dissemination and product promotion activities cannot be carried out optimally. This is due to a lack of understanding and ability to optimize available features.