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All Journal Jurnal Ilmiah Pariwisata Journal of Tourism and Economic JKTP Jurnal Media dan Komunikasi Jurnal Padamu Negeri Jurnal Ilmiah Pariwisata
Jemi Cahya Adi Wijaya
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Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Transportation Other

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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.
IDENTIFIKASI AKAR PENYEBAB RISIKO OPERASIONAL TENAGA KERJA PADA UMKM BATIK VIRDES DI BANYUWANGI Reza Triyuni Widiastuti; Alfian Hadi Nurrohman; Nadia Dwi Rahmawati; Sri Wulandari; 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.v6i1.104

Abstract

Batik Virdes is a small and medium enterprise locate in Tampo Village, Cluring District, Banyuwangi Regency. Batik Virdes has been established since 1998, offering a variety of batik products range from fabric in meter sizes to finished goods such as clothing and batik headbands with distinctive motifs unique to Batik Virdes. Batik Virdes also produces various types of batik including stamped batik, batik prints, and handwritten batik. In addition to producing beneficial products, Batik Virdes also provide empowerment in maintaining business stability. However, empowerment often faces challenges related to operations because they also use a community empowerment system in recruiting labour. This research focuses on identifying the root causes of operational risks associated with labour in Batik Virdes. The technique used is a descriptive approach conducted through interviews and direct observation at the business location by compiling a risk classification table and visualizing it using a fishbone diagram. The research findings show that the application of community empowerment in the selection of employees at Batik Virdes is a strategic way because it can reduce costs and provide an overview of basic skills, as well as show the identification of the root causes of operational risks. With the identification of the root causes of existing risks, it is hoped that the owner can carry out mitigation to address the risks to support business continuity.
Co-Authors Adetiya Prananda Putra Ahmadintya Anggit Hanggraito Alfian Hadi Nurrohman Ali Sistani Habsah Bambang Setiawan Dwi Wulan Anggraini Fenita Melinda Hanggraito, Ahmadintya Anggit I Putu Sudhyana Mecha Kanom, Kanom Maulana, Akbar Nadia Dwi Rahmawati Randhi Nanang Darmawan Reza Triyuni Widiastuti Ribi Ayu Budi S SRI WULANDARI