Strategi Pemasaran Digital Multi-Platform untuk Memperkuat Brand Engagement pada UKM Batik Pratiwi

Abstract

This study aims to analyze the design and implementation of a Multi-platform digital marketing strategy to strengthen brand engagement at Batik Pratiwi Krajan Cepu. The research employed a qualitative case study approach. Data were collected through in-depth interviews, observations, and documentation involving the business owner, production workers, and consumers. The study focused on the integration of Instagram, WhatsApp Business, and Shopee as complementary digital marketing platforms. The findings indicate that Instagram functions as a visual storytelling and branding medium, WhatsApp Business supports personalized communication and customer relationship management, while Shopee facilitates secure and efficient transactions. The synergy among these platforms enhances cognitive engagement through educational content, emotional engagement through cultural narratives, and behavioral engagement through reviews, repeat purchases, and customer recommendations. The implementation of this strategy not only increases customer interaction but also strengthens consumer loyalty and improves the competitiveness of Batik Pratiwi in the digital marketplace.

Keywords: Digital marketing, multi-platform, brand engagement, batik SMEs, Instagram