Digital Marketing Strategies for Pekalongan Batik MSMEs in the Global Market
DOI:
https://doi.org/10.5281/zenodo.20964838Keywords:
Digital Transformation, Batik MSMEs, Pekalongan, Internationalisation, Cultural Entrepreneurship, Global Marketing Strategy.Abstract
This research examines the digital transformation strategies of Micro, Small, and Medium Enterprises (MSMEs) in the Batik industry of Pekalongan, Indonesia, as they navigate the transition toward internationalisation in global markets. As a UNESCO Creative City, Pekalongan provides a critical context for analysing the intersection of intangible cultural heritage and the borderless digital economy. Employing a qualitative multi-case study design, the study utilises in-depth interviews with artisans and digital practitioners, coupled with thematic analysis, to investigate the landscape of technology adoption. The findings reveal an emerging model of “Digital Cultural Entrepreneurship,” where enterprises orchestrate a sophisticated omnichannel strategy that integrates visual storytelling on social media with transactional excellence on cross-border e-commerce platforms. The research identifies that successful internationalisation is driven by “digital succession”—a generational synergy that preserves traditional craftsmanship while adopting modern market analytics. However, the transformation is challenged by a persistent digital literacy gap, prohibitive international logistical costs, and intellectual property vulnerabilities. To overcome these hurdles, the study highlights the role of communal resilience through “Digital Hubs” and brand aggregators as vital mechanisms for scaling global competitiveness. Ultimately, this research contributes to the Resource-Based View (RBV) by theorising how legacy cultural assets, when integrated with dynamic digital capabilities, shift competitive advantage from price-based competition to value-based differentiation. The research offers a strategic roadmap for heritage-based industries to rebrand traditional commodities as premium global luxury assets, ensuring socio-economic sustainability in the digital age.
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