Pramestika, Sintya Ariyanti (2026) COMMERCIAL CAMPAIGN FOR BATIK WISTARA THROUGH FABRIC TRENDS. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Indonesian traditional textiles, or wastra, are a cultural heritage possessing aesthetic value, philosophy, and national identity that must be preserved for future generations. One form of wastra recognized worldwide is Indonesian Batik, designated by UNESCO as an intangible cultural heritage in 2009. With the passage of time, the trend of using traditional textiles has begun to experience a revival, particularly among Generation Z through the “wearing traditional textiles” phenomenon, supported by the spread of social media. However, there are still challenges in its implementation, such as the perception that wearing traditional cloth is difficult, impractical, and a lack of confidence in combining traditional fabrics with modern clothing. Therefore, this research/design project aims to create a digital and conventional commercial campaign as an effort to preserve batik through the “berkain” trend while simultaneously increasing young people’s interest in hand-drawn batik products. This campaign utilizes social media as its primary platform by presenting educational and interactive content such as styling tutorials, mix-and-match guides, tips on adapting fabric to body shapes, and education on the meaning of batik fabric. In its implementation, this campaign is supported by Batik Wistara as a stakeholder focused on empowering artisans with disabilities. The communication strategy in this design adopts the concepts of Integrated Marketing Communication (IMC) and Brand Activation to strengthen brand awareness and increase audience engagement. The design is expected to promote the preservation of batik culture while expanding Batik Wistara’s market among teenagers through a trend-driven approach and digital media. Keywords: wastra, batik, wearing batik, Generation Z, commercial campaign, social media, IMC
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform | ||||||||||||
| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | Sintya Ariyanti Pramestika | ||||||||||||
| Date Deposited: | 02 Jun 2026 07:48 | ||||||||||||
| Last Modified: | 02 Jun 2026 07:48 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53302 |
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