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Journal : JKTP

STRATEGI ALTERNATIF ASPEK PEMASARAN PADA UMKM BATIK VIRDES Maulana, Akbar; Dwi Wulan Anggraini; Ribi Ayu Budi S; Ali Sistani Habsah; Jemi Cahya Adi Wijaya
Jurnal Kajian dan Terapan Pariwisata Vol 6 No 1 (2025): November Issue
Publisher : LEMBAGA PENELITIAN DAN PENGABDIAN KEPADA MASYARAKAT AKADEMI PARIWISATA DENPASAR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53356/diparojs.v6i1.110

Abstract

Banyuwangi is well known as a region rich in cultural heritage, one of which is batik with its distinctive Gajah Oling motif that holds aesthetic, philosophical, and spiritual values. One of the small enterprises that contributes to preserving this cultural heritage is Batik Virdes, located in Tampo Village—a batik village that serves as a cultural tourism destination for both domestic and international visitors. This study aims to assess the feasibility of Batik Virdes from a marketing aspect, considering the vital role marketing plays in the sustainability and growth of UMKM. Based on the feasibility analysis, Batik Virdes holds strong competitive advantages in its unique and diverse batik motifs, along with high customer loyalty as shown by the 40–50% repeat purchase rate. Although 25% of customers reported dissatisfaction, this issue can still be resolved through product improvement. The analysis suggests that Batik Virdes should adopt a more progressive and bold marketing approach by leveraging its strengths and maximizing market opportunities. Recommended strategies include expanding promotional efforts through digital and traditional media, developing products aligned with current consumer trends, strengthening brand identity through the creation of an official slogan, and expanding distribution networks through strategic partnerships. The findings of this study are expected to provide valuable insights for Batik Virdes in developing effective marketing strategies, thereby increasing competitiveness and reinforcing its position in both local and national batik markets.
Co-Authors Abdullah, Tegar Rajab Afkarina, Izza Ahmad Hanfan, Ahmad Alawiyah, Rabiyatul albani, rakha Ali Sistani Habsah Alvina, Nadia Amalia, Atika Syafa Amaria, Laila Ananda Pratiwi, Putri Arifani, Ahmad Zainul Asbari, Masduki Asy’ari Akbar, Muh Ayu, Febri Azzahra, Ivana Daffa Badarudin, Apip Binaridha Kusuma Ningtyas Candra W, Aditya Candra, Andika Dedi Kurniawan Destrio, Yosvico Dewayani, Birgitta Maria DIAN FEBRIANTI Dini Rohmayani Dwi Wulan Anggraini Emy Kholifah Farah Devi Andriani Febrian, Adit Fitri Silvia Sofyan Fitroh, Vito Habibullah, Fayyad Hadi, Danu Hamdi, HS Haris, Iqbal Abdul Harun Joko Prayitno Haryaningsih, Sri Hazmi, Shadrina Hernowo, Bethy Surjawathy Husen, Muhamad Ilmi, maulida Imran, Muhammad Ali Jemi Cahya Adi Wijaya Julianti, Ayu Kanahaya, Shofy Nindia Kasyir, Sukron Kholifah R, Emy Kholil, Makrum Kudus, Muhammad Zefri Lingga, Juariah Lukman Hakim M, M. Rayiz Ayinul Martina, Rizqina Mei Rani Amalia Meilani Safitri Muhammad Abdillah Muhammad, Banginda Muhammady, Iffan G.E. Muhidin Muhidin Mutiara, Seli Nabilah, Putri Gananthi Nasution, Andreanda Nurul Farida Nur’Ainiyah, Ninda Andin Patriani, Ira Prasetyo, Bowo Yuli Purwati, Diana Rafidah Rafidah Rahmaya, Erliza Sabila Ramadhani, Anggara Rizqi Ramadhani, Rido Ramadhani, Rizka Ribi Ayu Budi S Risna Sari, Ade Rizkika, Haressa Lintang Santoso , Iwan Sari Susanti, Sari Sari, Atika Erina Sari, Linda Sarip Hidayat, Sarip Sevtriani, Melanny Sulastri Sulastri Susanti, Ela SUYONO Tanjung, Anas Kholil Tata, Ika Tridays Repelita Triyanti, Nadea Wicaksono, Itok Wiyono, Derine Yosando yuliastuti, rika