Synergy between culture and the digital economy: The role of BATAFA creative documentation in strengthening marketing for Talawi UMKM

Abstract

This research examines the role of creative documentation and digital marketing carried out by students of the Universitas Negeri Padang Community Service Program (KKN) in strengthening Micro, Small, and Medium Enterprises (MSMEs) during the implementation of the Talawi Traditional Culture Festival (BATAFA) 2025 in Nagari Talawi Hilir, Sawahlunto City. BATAFA, which took place from June 18-21, 2025, not only served as a forum for cultural preservation, but also as an economic catalyst for local MSMEs. Through creative documentation and social media-based digital marketing (Instagram and TikTok), KKN students increased the visibility and reach of local products while preserving Talawi's cultural heritage. Data was collected through direct observation, in-depth interviews with SME actors and village officials, and analysis of digital content produced during the festival. The results show that creative documentation significantly increases product visibility, strengthens SME branding, and expands market reach. This initiative contributes to achieving SDG 8 (Decent Work and Economic Growth), SDG 11 (Sustainable Cities and Communities), and SDG 12 (Responsible Consumption and Production). The integration of youth participation, digital technology, and local cultural values demonstrates an effective model for culture-based economic empowerment in the digital age.