Track: Entrepreneurship and Innovation
Songket is part of the intangible cultural heritage of Indonesia. Songket is one of the wastra of Indonesia. Wastra is derived from a Sanskrit word and means ‘fabric with cultural content’. The objective of the paper is to analyse songket Indonesia’s virtual exhibition as a form of digital cultural method to preserve the intangible culture of Indonesia. Digital culture is a popular topic in the world of cultural heritage preservation. The National Museum of Indonesia and the Ministry of Education and Culture held a virtual exhibition of Songket Indonesia on December 13, 2021, called ‘Songket Indonesia Connected the Universe’. The event launched the website of the Songket Indonesia museum. Indonesia has more than 1582 items of intangible cultural heritage. This exhibition featured forty songket wastra from all over Indonesia including Aceh, Padang, Palembang, and Bali. This paper takes the form and method of a case study. The analysis through in-depth historical reviews and analysis of variables, measures, relationships, and patterns that emerged throughout the study on fashion marketing mix theory, and the promotion mix methods by the fashion marketing digital funnel. The successes and failures of digital heritage campaigns in the form of a virtual songket exhibition were identified in the review of literature, and were analysed, adapted, and enumerated according to findings from the case study. The results are limited to the study of one virtual exhibition of songket Indonesia. The research was identified as digital heritage that could be used to study other virtual exhibitions and digital events for cultural preservation.
Digital Culture, Fashion-marketing, Heritage, Songket, Virtual-exhibition.