A marketing strategy to increase product sales of batik at micro and small enterprises
Economic Annals-XXI: Volume 198, Issue (7-8), Pages: 34-39
Citation information:
Maryam, S., Lastriyani, I., Purbasari, H., Listyorini, H., & Soerjati, E. (2022). A marketing strategy to increase product sales of batik at micro and small enterprises. Economic Annals-XXI, 198(7-8), 34-39. doi: https://doi.org/10.21003/ea.V198-04
Siti Maryam
MA (Economics),
Program Study of Management,
Islam Batik University
Surakarta, 57147, Indonesia (Corresponding author)
stmuniba17@gmail.com
ORCID ID: https://orcid.org/0000-0003-2343-9430
Indri Lastriyani
MA (Economics),
Institute of Teacher Training and Education PGRI
(Sekolah Tinggi Keguruan dan Ilmu Pendidikan PGRI)
Sukabumi, 78116, Indonesia
indrilastriyani@stkippgrisukabumi.ac.id
ORCID ID: https://orcid.org/0000-0002-1607-9302
Heppy Purbasari
MA (Accounting),
Muhammadiyah Surakarta University
(Universitas Muhammadiyah Surakarta)
Surakarta, 57161, Indonesia
hp123@ums.ac.id
ORCID ID: https://orcid.org/0000-0002-1269-6653
Haniek Listyorini
MA (Economics),
College of Indonesian Tourism Economics
(Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia, STIEPARI)
Semarang, 50233, Indonesia
hanilistyorini@yahoo.com
ORCID ID: https://orcid.org/0000-0001-9508-5024
Enni Soerjati
PhD (Information Technology Law),
Department of Information Technology Communication and Intellectual Property,
Faculty of Law,
Padjadjaran University Indonesian (Universitas Padjadjaran)
Sumedang, 45363, Indonesia
enni@unpad.ac.id
ORCID ID: https://orcid.org/0000-0002-6437-9326
A marketing strategy to increase product sales of batik at micro and small enterprises
Abstract. This article aims to identify the practice of Gotong Royong (mutual corporation culture; mutual help) marketing on batik products in Kampung Batik Laweyan. This study uses a quantitative descriptive method. The qualitative process is carried out with an exploratory study design. Data was collected by interviewing and observing batik entrepreneurs in Kampung Batik Laweyan (batik village of Solo, Central Java, Indonesia) to increase sales of batik products. Hypothesis testing uses a quantitative approach. Data collection was carried out by distributing questionnaires to 25 batik entrepreneurs in Kampung Batik Laweyan. This study found that batik entrepreneurs promoting Gotong Royong marketing carried out by good Laweyan Batik Village entrepreneurs were: building joint outlets, using the Laweyan Batik Village Website, conducting collective exhibitions, and collaborating between Batik Clusters in the city of Solo.
The results show that the Gotong Royong marketing strategy can increase the profit of the batik business in Batik Laweyan village. The marketing strategy of cooperation to develop products in the Micro and Small Enterprise (MSEs) cluster is essential. The study results are expected to provide an overview and insight into knowledge about the culture of local wisdom in making business decisions. The Gotong Royong marketing strategy that is carried out can reduce the conventional marketing methods carried out individually by batik entrepreneurs.
Keywords: Batik; Gotong Royong; Mutual Cooperation; Marketing Strategy; Micro and Small Enterprise; MSE
JEL Classіfіcatіon: D04; D24; D47
Acknowledgements and Funding: The authors did not receive any funding.
Contribution: The authors have an equal role in conducting this work.
Data Availability Statement: All data will be available on demand.
DOI: https://doi.org/10.21003/ea.V198-04
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Received 17.04.2022
Received in revised form 27.05.2022
Accepted 29.05.2022
Available online 20.08.2022