Storytelling pada Konten TikTok sebagai Strategi Komunikasi Pemasaran Batik Lokal

Ebyghea El Mareta

doi:10.62383/kajian.v3i3.1200

Authors

Ebyghea El Mareta Universitas Sahid Surakarta

DOI:

https://doi.org/10.62383/kajian.v3i3.1200

Keywords:

Digital Marketing, Local Batik, Marketing Communication, Storytelling, TikTok

Abstract

The rapid growth of social media has transformed marketing communication from one-way interaction into a more engaging and participatory process, with TikTok emerging as an effective platform for creative brand communication. This study aims to analyze the use of storytelling as a marketing communication strategy by the TikTok account @batikindonesia.idn to promote and market local batik products. A descriptive qualitative approach was employed, with data collected through TikTok content observation, in-depth interviews with the social media manager, and documentation of the company's digital marketing activities. Data were analyzed using the storytelling marketing concept integrated with the Integrated Marketing Communication (IMC) framework. The findings reveal that storytelling is implemented through cultural narratives, education about batik philosophy, product usage experiences, customer testimonials, production processes, and brand stories. This approach creates more personal communication, increases audience engagement, strengthens brand identity, and enhances consumer trust. Beyond its promotional function, storytelling also serves as a medium for preserving the cultural values of batik through digital content tailored to TikTok's platform characteristics. The integration of educational, emotional, and persuasive elements contributes to higher engagement and more effective marketing communication for Batikindonesia.idn.

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