Abstract

This study aims to analyze the strategy of JENTIC (Jetis Batik Innovation and Creativity) in developing the identity of local Sidoarjo products through digital media. The phenomenon studied focuses on how Jetis batik producers adapt traditional values into the digital space to maintain cultural existence while increasing economic competitiveness. The approach used was a qualitative case study, involving participants from batik artisans, MSMEs, and local government representatives. Data were collected through in-depth interviews, participant observation, and documentation, then analyzed using thematic analysis to identify patterns and meanings from the field findings. The results revealed three main themes namely revitalizing cultural identity through innovative motifs and digital narratives, optimizing social media as a medium for branding and cultural education, and strengthening the local batik ecosystem through cross sector collaboration. These findings confirm that digitalization can be an effective strategy for maintaining the sustainability of local cultural identity while expanding market access. Theoretically and practically, this research contributes to the development of a branding model based on local wisdom and policy recommendations for strengthening the regional creative economy.

Keywords

  • jetis batik
  • digital strategy
  • cultural identity
  • local branding
  • creative economy

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