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Journal : El-Mujtama: Jurnal Pengabdian Masyarakat

Analisis Strategi Pemasaran dalam Meningkatkan Daya Saing Industri Batik Tulis Giriloyo Suhairi, Suhairi; Harahap, Efni Yulia Santri; Putra, Musdiansyah; Ramadhani, Nabila
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 4 No. 1 (2024): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v4i1.448

Abstract

Marketing strategy is the way to create a sustainable competitive advantage for companies that produce goods or services. Market competition is the main challenge for entrepreneurs. The Indonesian batik production industry in Wukirsari Village is a real example. This research aims to analyze the competitive marketing strategy of the Giriloyo batik industry globally. The author uses a qualitative descriptive method for this research, using literature review as the data collection technique. Survey results show that the marketing strategy of the global Giriloyo tie-dye industry includes product strategy, pricing strategy, sales promotion strategy, and placement strategy, commonly known as the 4Ps.