| Issue |
E3S Web of Conf.
Volume 388, 2023
The 4th International Conference of Biospheric Harmony Advanced Research (ICOBAR 2022)
|
|
|---|---|---|
| Article Number | 04002 | |
| Number of page(s) | 7 | |
| Section | Technological Influence on Society and Applied Social Sciences to Support Sustainable Society | |
| DOI | https://doi.org/10.1051/e3sconf/202338804002 | |
| Published online | 17 May 2023 | |
Utilization of Digital Marketing to Improve Marketing of Endek Woven Fashion for Business Market
1 Management Department, BINUS Business School Doctor of Research in Management, 11480 Bina Nusantara University, Indonesia
2 Research Interest Group Cross Cultural Communication, 15143 Bina Nusantara University, Indonesia
3 SMK Negeri 2 Singaraja, Indonesia
* Corresponding author: pheriyati@binus.edu
The richness of Indonesian 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 is being promoted to encourage the usage of endek in clothes. Endek comes from the word "gendekan" or "ngendek" which means silent or fixed, does not change color. Weaving activities or endek weaving can be found in some districts in Bali. Endek ikat weaving has various names following where it is made. The Bali Provincial Government has made a circular regarding the use of endek woven fabrics, and has been stipulated since January 28, 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 customer and market.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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