Open AccessPROMOTIONAL INNOVATION OF GIRILOYO BATIK THROUGH DIGITAL STORYTELLING
Author(s) -
Yenni Sri Utami,
Nur Heri Cahyana
Publication year - 2021
Publication title -
research synergy foundation conference proceedings series/research synergy foundation conference proceeding series
Language(s) - English
Resource type - Journals
eISSN - 2807-6699
pISSN - 2807-5803
DOI - 10.31098/bmss.v1i4.313
Subject(s) - storytelling , narrative , digital storytelling , promotion (chess) , power (physics) , exploratory research , legend , advertising , sociology , business , art , political science , literature , social science , pedagogy , physics , quantum mechanics , politics , law
This study aims to explore the use of the Giriloyo Batik promotion model by using the storytelling method in digital media. So far, Batik marketing has been carried out by direct selling, so that during the Covid-19 pandemic, batik sales fell very significantly. The basic assumption of this research is that narrative selling has persuasive power. The method used in this research is the exploratory method. The materials explored are various stories, myths and local wisdom of the Giriloyo community. This local wisdom is then transformed into a narrative associated with batik for marketing purposes. The results showed that (a) The audience who watched the promotional video was interested in the storyline which contained batik's connection with the legend of Giriloyo; (b) the audience is interested in the philosophical story of batik motifs; (c) Audience is interested in visiting Giriloyo.