The Faculty of Humanities, Universitas Indonesia (FIB UI) organized a training session titled “Digital Marketing of Baduy Weaving through Social Media, Multimedia Content, and Infographics with AI Support.” on 11 June 2026.
This activity is part of an International Collaborative Community Service program between the Faculty of Humanities, Universitas Indonesia, the Faculty of Economics and Business, Universitas Indonesia, and Universiti Teknologi MARA (UiTM) Malaysia titled “Strengthening Information and Marketing of Traditional Baduy Woven Fabric Products Based on Digital Humanities,” which is led by Prof. Dr. Cecep Permana, S.S., M.Si. This program aims to build the capacity of the Baduy community to leverage digital technology to expand the marketing of their woven products without eroding the cultural values and local wisdom that define the Baduy identity.
The training featured two speakers with expertise in digital marketing, multimedia, and business strategy: Muhamad Prabu Wibowo, S.Hum., M.S., Ph.D. from the Department of Library and Information Science FIB UI and Hapsari Setyowardhani, S.E., M.M. from the Faculty of Economics and Business Universitas Indonesia.
In the first session, Muhamad Prabu Wibowo presented on the importance of digital transformation in marketing cultural products via social media. According to him, product search patterns have shifted significantly. While consumers previously discovered products through traditional markets or exhibitions, most potential buyers today initiate their searches through Google, Instagram, TikTok, Facebook, and YouTube.
He explained that social media serves not only as a promotional tool but also as a digital storefront that introduces the Baduy cultural identity to a broader audience. When combined with a website, social media can boost Search Engine Optimization (SEO), making Baduy weaving products and information much easier for potential buyers to find via search engines.
Alongside social media strategies, participants received training on creating engaging multimedia content. The material covered techniques for taking high-quality product photos, designing infographics, producing short videos, and creating storyboards as the foundation for promotional content. Participants were encouraged to understand that digital marketing is not just about selling a product, but also about building a narrative around the philosophy, craftsmanship, and cultural values woven into every single piece of Baduy fabric.
To support the creative process, Dr. Prabu also introduced the use of Artificial Intelligence (AI) as a tool for content production. AI was utilized to help generate content ideas, draft social media captions, create storyboards, design infographics, and assist in multimedia editing. However, he emphasized that AI functions merely as an assistant, while creativity, cultural knowledge, and decision-making remain firmly in human hands.
Meanwhile, in the second session, Hapsari Setyowardhani, S.E., M.M. discussed marketing strategies from a creative economy perspective through the material “Optimization of Marketing Mix and Marketing Digitalization for Baduy Woven Fabric Products.” This material outlined how modern marketing strategies can be applied without losing the authenticity of Baduy culture.
Participants were introduced to market segmentation concepts based on demographic, geographic, psychographic, and consumer behavior aspects. By understanding market characteristics, artisans can tailor more precise marketing strategies, targeting everyone from domestic tourists to international consumers with an interest in sustainable fashion (slow fashion) and cultural products.
In addition to discussing product, price, place, and promotion strategies, Hapsari emphasized the importance of building a brand story as the core strength of Baduy weaving marketing. According to her, today’s consumers do not just buy a product; they buy the story, values, and philosophy attached to it.
Values such as the philosophy of “Lojor teu meunang dipotong, pondok teu meunang disambung” (What is long must not be cut, what is short must not be joined), the empowerment of Baduy women weavers, and the balance between cultural preservation and digital technology adoption serve as powerful narratives capable of boosting the competitiveness of Baduy weaving in both national and international markets.
The session also showcased various best practices in marketing digitalization that have been implemented, including the use of websites, social media, marketplaces, and collaborations with the fashion industry through various national and international events. This strategy demonstrates that cultural preservation can go hand in hand with digital marketing innovation.
The training is expected to enhance the capacity of weavers, Baduy youth, and stakeholders in developing digital marketing based on social media and multimedia content. Through consistent content management, integrated website usage, and the support of digital technology, Baduy weaving is envisioned to become more widely recognized, easily discoverable via search engines, and more competitive in the global market.
Through cross-disciplinary collaboration among the fields of humanities, information technology, and marketing, this activity is part of a collective effort to strengthen cultural preservation while improving the welfare of the Baduy community through a digital transformation that respects traditional values and local wisdom. (Trans-CA)
