Integration of Appropriate Technology and Digital Marketing in Written Batik Msmes: A Case Study of Socio-Technical Transformation of Assyafa Lampung Batik
DOI:
https://doi.org/10.59890/ijefbs.v4i3.11Keywords:
Feeder Technology, Digital Marketing, Batik Msmes, Assyafa Lampung, Qualitative Case StudyAbstract
This study analyzes the integration of feeder technology and digital marketing in Batik Tulis Assyafa Lampung MSMEs as a socio-technical transformation linking production change, market communication, competitiveness, and artisan empowerment. Using a qualitative case study, data were collected through production observation, semi-structured interviews with nine informants, documentation, and limited analysis of digital traces. The findings show that feeder technology was accepted because it supported controlled dyeing, material efficiency, and quality consistency. Program documentation indicated reduced production time from 14 to 8 days, waterglass use from 100 to 40 liters, and product defects from 5% to 2%. Digital marketing strengthened visibility, cultural storytelling, and consumer understanding of Lampung-based handmade batik value within competitive creative industry markets.
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