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UTILIZATION OF DIGITAL MARKETING TO IMPROVE MARKETING OF ENDEK WOVEN FASHION FOR BUSINESS MARKET
Pantri Heriyati, Ni Ketut Wisiani

Last modified: 2022-06-10

Abstract


The richness of Indosnesian culture and traditions is currently being maintained in the diversity of the nation so that apart from being protected and preserved, we must maintain it properly. Currently, the use of weaving culture in Bali in particular is being promoted again. In order to attract the Balinese people to return to using endek in dress. Endek comes from the word "gendekan" or "ngendek" which means silent or fixed, does not change color. Weaving activities or endek weaving in Bali can be found in the districts of Karangasem, Klungkung, Gianyar, Buleleng, Jembrana and Denpasar City. Endek ikat weaving has various names in each region, the endek made in Gianyar Regency is known as endek Gianyar, in Klungkung it is known as endek Klungkung. The Bali Provincial Government in particular has made a circular regarding the use of endek woven fabrics. Circular Letter of the Governor of Bali Number 04 of 2021 concerning the use of Balinese endek woven fabrics/traditional Balinese woven fabrics has been stipulated since January 28, 2021 (Bali, 2021). Where it stipulates that all Balinese people regarding clothing go to the official office as uniform using  Endek woven every Tuesday. To boost the promotion and campaign of tenun Endek or Endek woven as uniform among professional in Bali region, the school utilize digital marketing and promotion as efficient and effective media and tool for promotion in term of its ability to provide wide coverage and strong exposure to custumer and market.

Keywords: Fashion Streaming Program, Teaching factory, Endek Woven, Vocational School

 


Keywords


Fashion Streaming Program, Teaching factory, Endek Woven, Vocational School

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