Can Narrative-Driven Digital Strategy Strengthen Brand Image And Market Reach Of Green Batik Gentongan Tresna Art Bangkalan?

Wening Patmi Rahayu; Deni Bagas Pradana; Yesiana Ihda Kusnayain; Rachmad Hidayat; Zamzami Zainuddin; Lutfi Asnan Qodri

doi:10.63922/ijbqr.v4i03.6135

Wening Patmi Rahayu Universitas Negeri Malang, Indonesia
Deni Bagas Pradana Universitas Negeri Malang, Indonesia
Yesiana Ihda Kusnayain Universitas Negeri Malang, Indonesia
Rachmad Hidayat Universitas Negeri Malang, Indonesia
Zamzami Zainuddin Flinders University, Adelaide, South Australia
Lutfi Asnan Qodri Universitas Merdeka Malang Indonesia

DOI: https://doi.org/10.63922/ijbqr.v4i03.6135

Keywords: E-Catalog, Green Batik, CDM Framework, Brand Image, Cultural Heritage

Abstract

Green Batik Gentongan is a rare and environmentally sustainable traditional textile from Bangkalan, Madura, produced and preserved by Tresna Art, a cultural gallery founded by Supik Amin in the 1990s and formally opened to the public in 2005. Despite its considerable cultural and ecological value, Tresna Art's market reach has remained confined to word-of-mouth referrals and incidental visits, without any online sales channel or systematic digital presence. This study employed a qualitative case study design guided by the CDM (Crafting, Digitizing, Managing) framework to document and validate Tresna Art's authentic narrative as a unique selling proposition, analyze its current brand image and market position, and develop a contextually appropriate e-catalog and social media strategy. Tresna Art was purposively selected as the case, and primary data were collected through two field visits, an initial observation on 30–31 May 2026 and an in-depth data collection visit on 27–28 June 2026, using in-depth interviews, field observation, and documentation. Data were analyzed thematically and verified through member checking with the founder, Supik Amin. The findings revealed that Tresna Art's 'intentional invisibility', a deliberate choice to operate without digital commerce, constitutes a distinctive brand identity that can significantly expand market visibility while preserving experiential authenticity when strategically communicated through narrative-driven digital tools. The study concludes that a narrative-first, education-led e-catalog and social media strategy can strengthen Tresna Art's brand image and market reach without compromising its cultural authenticity. The study recommends that Tresna Art and similar culturally grounded MSMEs adopt the CDM framework as a structured pathway toward digital visibility, and that future stages of digitization and content management be pursued to translate this strategy into measurable outcomes

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