KAJIAN LITERATUR TENTANG TRANSFORMASI PEMASARAN ULOS BATAK DI ERA DIGITAL : INOVASI DAN PELUANG PENGEMBANGAN PASAR

Abstract

Ulos Batak is an Indonesian cultural heritage rich in historical, philosophical, and symbolic values, especially for the Batak community in North Sumatra. Ulos cloth not only serves as a complement to traditional attire but also holds social and spiritual significance in various rituals. However, with the development of the times, ulos has begun to transform into a creative economic product that needs to be marketed innovatively to attract the interest of the modern market, particularly the younger generation. This study reviews the potential of digital marketing as the main strategy in transforming the marketing of Batak ulos, considering that conventional marketing limitations have caused this cultural product to be less widely favored. Previous research shows that digital marketing through social media, e-commerce, and digital content effectively broadens the market reach for traditional cultural products. Moreover, product innovation, emotional branding through cultural storytelling, and the development of digital platforms are key to maintaining the relevance and competitiveness of Batak ulos in the era of globalization. Case studies of Galeri Ulos Sianipar and the development of a web marketing application in Medan demonstrate success in integrating cultural preservation with modern business approaches. This study recommends emphasizing digital literacy for business actors, multisector collaboration, product certification, and continuous evaluation to ensure cultural sustainability and improve the welfare of Batak ulos artisans in the digital era.