Analisis Strategi Digital Marketing Tenun Ikat Sikka Berbasis Budaya Lokal

Studi Kasus pada Lepo Lorun Maumere

Abstract

This study is motivated by the need to understand how digital marketing strategies can be effectively applied in culture-based communities, particularly in the Lepo Lorun Maumere Community, which produces Sikka ikat textiles, where digital promotion aims not only to increase sales but also to preserve local cultural values; the study aims to identify the implementation of digital marketing strategies, analyze the effectiveness of digital media and cultural content, and explore supporting and inhibiting factors in marketing culture-based products. The research employs a qualitative approach using in-depth interviews, participatory observation, and documentation studies, involving digital marketing experts, long-term and new visitors, and Lepo Lorun community members as key informants to obtain comprehensive data regarding digital promotion strategies and consumer perceptions of cultural content. The findings indicate that Lepo Lorun’s digital marketing strategy is still in its early stages and limited, with its main strengths lying in cultural storytelling, experiential value, content authenticity, and internal community involvement in conveying cultural messages; however, technical applications such as SEO, paid advertising, e-commerce, and structured, consistent content remain underdeveloped, resulting in digital promotion being not yet fully effective in fostering consumer loyalty and purchase decisions.