Hendra Syahputra 

Management Department, Faculty of Economic and Business, Abdurachman Saleh University, Situbondo 

Nurina Adi Paramitha 

Sociology Department, Faculty of Social and Political Sciences, University of Jember, Jember, East Java, Indonesia 

Nurcahyaning Dwi Kusumaningrum

Taxation Department, Faculty of Social and Political Sciences, University of Jember 

Sari Dewi Poerwanti

Welfare Department, Faculty of Social and Political Sciences, University of Jember 

Agus Suharsono 

State Administration Department, Faculty of Social and Political Sciences, University of Jember 

Sukron Makmun

State Administration Department, Faculty of Social and Political Sciences, University of Jember 

DOI: https://doi.org/10.19184/e-sospol.v13i1.60017

ABSTRACT 

Even in the digital era, traditional practices persist. For example, batik marketing utilizes both digital and traditional marketing. The purpose of this study was to examine the case of 72 Batik, a business that maintains its batik marketing in traditional market stalls amidst the digital era. The literature review used traditional vs. digital direct marketing, virtual markets vs. market stalls, and a literature review on batik marketing. This qualitative research used a Yin case study approach with a five-phase cycle including topic selection, research design, data collection, data analysis with pattern matching, and reporting the research results. The results showed that the batik stalls at Beringharjo Market remain popular because they provide a shopping experience that can satisfy the buyer's senses and the quality of the goods is equivalent to the price offered. Nevertheless, the 72 Batik kiosk continues to follow digitalization by using social media, e-commerce, and developing a join affiliate model to expand its marketing reach 

Keywords: batik marketing, digital era, digital marketing, market stalls, traditional marketing 

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