Analisis Strategi Pemasaran Batik Ecoprint dalam Meningkatkan Penjualan di Toko Syamsinar Tulungagung

Abstract

Batik is one of the many cultural heritages of the archipelago which has various artistic meanings. One type of batik that is currently trending is ecoprint batik. This batik has actually been around for a long time, but its existence became known to many audiences, precisely in 2017, when ecoprint batik was considered an environmentally friendly batik trend. One of the MSMEs that is involved in the ecoprint batik business is the Syamsinar Ecoprint Batik UMKM which is located at Jl. Raya Ngrendeng No. 12 Gondang District, Tulungagung Regency, East Java with POS code 66263. These MSMEs have several obstacles, especially in the marketing strategy in the form of sales which are very limited to certain events, they have not utilized the market place for marketing and the quality of human resources is still relatively low. So the aim of this study is to find out the right marketing strategy for ecoprint batik in increasing sales at Syamsinar stores. This research uses qualitative methods, with the technique of selecting research subjects using purposive sampling, data collection techniques using interviews, observation and documentation and checking the validity of the data using triangulation of sources and methods. The results of the research in this study are the strategy and role of online marketing (digital marketing) to increase sales at the Batik Ecoprint Syamsinar Tulungagung shop as follows: online marketing strategy via WhatsApp, Facebook, TikTok and YouTube.  Apart from using online and offline techniques as above, the Batik Ecoprint Syamsinar Tulungagung shop also maintains an offline marketing strategy, although it is small but also profitable for offline marketing techniques. What the Syamsinar Tulungagung Ecoprint Batik shop does to maintain an offline marketing strategy is by participating in certain events or events such as MSME bazaars or holding workshops on how to make ecoprint batik where participants can also practice how to make ecoprint batik with the correct techniques to improve their offline marketing strategy. . Apart from that, the Syamsinar Tulungagung Batik Shop also collaborates with Dr. Iskak Tulungagung for the procurement of office uniforms.