STRATEGY OF UTILIZING INSTAGRAM AS A PROMOTIONAL MEDIA AND PRESERVATION OF CAKRA PALAH BATIK (CASE STUDY OF LARASANOM BATIK CRAFTSMEN IN BLITAR REGENCY)

Abstract

The development of social media has brought about significant changes in the way people communicate and market products, including in the preservation of local culture. One platform that plays a crucial role is Instagram, which has a high visual and interactive power. This research was motivated by the need to understand how Batik Larasanom artisans in Blitar Regency utilize Instagram not only as a promotional medium but also as a means of cultural preservation through Batik Cakra Palah, which is rich in philosophical values. The research gap arose from the limitations of previous studies that generally focused on commercial aspects without examining the cultural dimension. This study aims to analyze the strategy of Batik Larasanom's use of Instagram in promoting and preserving Batik Cakra Palah and identify supporting and inhibiting factors. The method used is qualitative research with a descriptive approach. Data were obtained through in-depth interviews, observation of Instagram content, and documentation, then analyzed using triangulation techniques to test the validity of the data. The results show that Batik Larasanom utilizes Instagram features such as feeds, stories, reels, and highlights to educationally display the visual beauty, manufacturing process, and philosophy of batik. This digital strategy has proven effective in increasing brand awareness and strengthening the image of local culture. However, major obstacles include limited human resources, inconsistent content, and intense digital competition. These findings confirm that Instagram has significant potential to become a strategic medium for sustainably integrating the promotion of the creative economy and the preservation oflocal culture