The Effectiveness of Social Media as a Digital Marketing Tool in Expanding the Market for Tanimbar Ikat Weaving Products

Matrona Patricia Malindir; Agus Maolana Hidayat; Arry Widodo; Nurafni Rubiyanti

doi:10.55927/fjas.v4i5.139

Authors

Matrona Patricia Malindir Universitas Telkom
Agus Maolana Hidayat Universitas Telkom
Arry Widodo Universitas Telkom
Nurafni Rubiyanti Universitas Telkom

DOI:

https://doi.org/10.55927/fjas.v4i5.139

Keywords:

Social Media, Digital Marketing, Tanimbar Ikat Weaving, Market Development, Cultural Products

Abstract

Tanimbar Ikat Weaving is a traditional craft from the Tanimbar Islands, West Southeast Maluku, with high cultural and philosophical values. However, this product faces obstacles in expanding the market due to limited access and marketing strategies. In the digital era, social media is an opportunity to expand national and international market reach. This study examines the effectiveness of social media as a digital marketing tool in increasing the accessibility, visibility, and marketability of Tanimbar Ikat Weaving. The method used was a mixed approach: an online survey of 150 respondents as well as interviews with craftsmen, business people, and consumers. Social network analysis and digital marketing strategy mapping were used to assess interaction patterns and promotional effectiveness. The research results are expected to contribute to the development of MSMEs as well as the preservation of local culture through the optimal utilization of digital marketing strategies.

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