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.