THE INFLUENCE OF SOCIAL MEDIA ON BATIK ONLINE SHOP INCOME IN PEKALONGAN

Abstract

The use of social media in selling batik online has a significant positive impact on business actors. Social media allows customers to shop more comfortably and safely without having to leave the house, which also expands product reach. The relatively low capital required to start an online business gives more people the opportunity to realize their business dreams. In addition, selling online allows businesses to reach customers in various regions, even globally, which directly benefits overall business growth.

The research uses qualitative methods. The results of this analysis are then followed by a description process, namely compiling the data into a narrative text. When compiling this narrative text, analyze the data and then draw conclusions. Although challenges in managing social media for online batik business promotion remain, such as intense competition and algorithm changes, marketing strategies via social media have been proven to make a major contribution to business success. To promote batik business online effectively, business actors can use segmentation, targeting and positioning strategies. Apart from that, features on social media such as hashtags, location, following, liking, commenting, mentioning, and others can also be utilized.