Adaptasi dan Survive Penenun “Songket Tarutung” Dalam Era Digital Marketing (Studi Life History Penenun di Desa Lumban Siagian Julu, Kec. Siatas Barita, Kab. Tapanuli Utara)

Abstract

This research discusses the phenomenon of digital marketing on "Tarutung songket" weavers in Lumban Siagian Julu Village. Digital Marketing is an activity of advertising products through digital media and the internet. The purpose of this research is to determine the adaptation of Tarutung songket weavers in accessing digital marketing and to find out how Tarutung songket weavers' ability to survive in the digital marketing era, with the economic and knowledge limitations they have. This research uses a life history method with a qualitative approach. Data collection techniques used are observation, interviews and documentation. This research uses the theory of survival mechanisms proposed by James C. Scott. The results of the study indicate that the success of songket weavers' adaptation to accessing digital marketing and their ability to survive in the digital marketing era is influenced by economic limitations, digital access and knowledge of technology. This research found 3 ways of survival chosen by Tarutung songket weavers, namely: (1) Tightening the belt, weavers with economic limitations survive by not prioritizing digital interests and choosing to manage finances to meet food and children's education needs; (2) Using subsistence alternatives, Tarutung songket weavers make efforts to adapt by using social media as a digital marketing medium for their woven products; (3) Social networks, weavers utilize social relationships with close relatives, neighbors or family to help in accessing digital marketing.