Usaha batik merupakan sektor yang menguntungkan bagi para pemilik usaha, terutama usaha mikro, kecil, dan menengah atau UMKM. Promosi suatu produk batik oleh seorang pelaku usaha tentunya membutuhkan promosi melalui komunikasi pemasaran agar konsumen tertarik dengan produk yang ditawarkan. Efektivitas promosi melalui media sosial merupakan salah satu bentuk bauran komunikasi pemasaran yang berhubungan langsung dengan tingkat keterpaparan konsumen di mana konsumen memutuskan untuk membeli produk batik lokal. Penelitian ini ingin mengetahui dan menganalisis efektivitas promosi produk batik lokal melalui Instagram berikut faktor-faktor yang berhubungan dengan efektivitas promosi produk batik dan karakteristik konsumen muda produk batik lokal. Penelitian ini menggunakan pendekatan kuantitatif karena penelitian ini bertujuan untuk mengukur efektivitas dan manajemen hubungan serta pengaruh efektivitas promosi dengan karakteristik konsumen dalam hal ini konsumen muda produk batik lokal. Pendekatan kuantitatif yang digunakan adalah penelitian survei terhadap responden. Temuan menunjukkan bahwa akun Instagram Promosi Batik Lokal belum efektif meningkatkan sikap pembatik lokal. Penelitian ini juga menemukan bahwa promosi dan pembentukan komunikasi pemasaran namun dengan media yang berbeda seperti Youtube dapat memotivasi anak muda atau khalayak lainnya, selain itu juga harus membangun komunitas yang dibutuhkan untuk terus membangun kesadaran dan pemahaman serta promosi yang tepat untuk batik lokal.

This research started with the fall issue of tourism at a time when the pandemic strikes Indonesia. Much effort has been made to try to explore the possibility of a revival of Indonesian tourism. The millennial generation has the advantage of digital capabilities that can encourage tourism revival through social media. This study aims to find out to what extent the level of social media literacy can be a factor that encourages the participation of the younger generation, especially millennials, in helping the level of tourism promotion in Indonesia. The methodology used is quantitative with data collection using questionnaires. The population is Paramadina Univ students and Mercu Buana Univ students. The analysis used is frequency tables, correlation tests, and factor analysis. The essential findings obtained are that the generation is relatively high in the context of digital media literacy, and there are three supporting factors in the framework of involvement in tourism promotion, namely the ability to process digital media production, social collaboration capabilities, and the consistency of the millennial generation in developing social media production patterns.

This study aims to determine the pattern of women's participation in coastal tourism communication in Sawarna Beach, Bayah District, Lebak Regency, Banten Province, Indonesia. The research method is a case study, qualitative descriptive and in-depth interview data collection techniques to key informants, homestay owner and manager also. The concept of research focuses on tourism communication and tourism public relations. This means that tourism communication studies, focused on public relations and tourism, involving the participation of women's groups as the driving subjects. The results of the study show that women's participation patterns in tourism communication include proactive active patterns, passive active patterns and structural gap patterns. At the same time, the women who are homestay managers have implemented tourism public relations in a simple format, by placing plans and programs for the management of food stalls, homestays and their activities in the Tourism Awareness Group (Pok Dar Wis). Media communication is word of mouth, social media and ended with the evaluation process of daily routine activities, especially in managing food, menu and financial. As well as communication with members of the motorcycle taxi community, lifeguard union, as well as communication with government officials related to infrastructure, stalls and tax management.