Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Bisnis dan Ekonomi
Ade
Universitas Pertiwi
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Color and Motif Adjustment Strategies of Batik Cap in Overcoming Consumer Ambiguity for Batik MSME Sales Improvement in Jakarta: Strategi Penyesuaian Warna dan Motif Batik Cap dalam Mengatasi Ambiguitas Konsumen untuk Peningkatan Penjualan UMKM Batik di Jakarta Ade; Danang Aziz Akbarona; Arif Hidayat
Jurnal Bisnis dan Ekonomi Vol 4 No 2 (2026): Jurnal Bisnis dan Ekonomi
Publisher : OGZ Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61597/jbe-ogzrp.v4i2.205

Abstract

Abstract Objective: This study aims to examine color and motif adjustment strategies of batik cap in reducing consumer ambiguity to increase batik MSME sales in Jakarta.Methodology: A descriptive qualitative approach was employed with thematic analysis of 8 informants consisting of 2 batik cap MSME practitioners, 5 multigenerational consumers (ages 22–29 and 58–65), and 1 Visual Communication Design academic. Data were collected through in-depth interviews, field observation, and documentation studies.Findings: The research revealed three dimensions of consumer ambiguity: (1) perceptual ambiguity (inability to distinguish batik cap from digital printing), (2) referential ambiguity (emptiness of symbolic meaning of traditional motifs among younger generations), and (3) evaluative ambiguity (collapse of cultural hierarchy due to inconsistent product positioning). Successful MSMEs implemented three integrated strategies: generation- and region-based segmented visual design, cultural bridging through the principle of "adaptation not adoption," and quality signaling through production process transparency. These strategies increased purchase conversion by 35–100%, opened new consumer segments aged 20–45, and built long-term trust with repurchase rates up to 38%.
Co-Authors Arif Hidayat Danang Aziz Akbarona