Keywords
Batik
Digital Marketing
Business Development Strategy
SWOT
How to Cite
Abstract
Kombung Batik is the only batik UKM that raises the potential of Ellak Daya Village as the theme of batik motifs. The potential of Kombung Batik UKM is that it can make batik an icon of Ellak Daya Village and improve the economy of the surrounding community by absorbing labor. However, Kombung Batik SME products have not been widely recognized by the public. This study aims to formulate alternative strategies and recommend priority strategies for business development using digital marketing. The data analysis methods used are SWOT analysis and AHP. The results showed that based on the SWOT analysis, Kombung Batik SMEs are in quadrant 1, in this case the strategy that can be used by Kombung Batik SMEs is the SO (strength-opportunity) strategy which consists of 4 strategies. Based on the results of AHP analysis, it is known that the criteria that are prioritized are brand awareness. Overall, the AHP analysis results show that the alternative strategy with the top priority is to do live streaming on various platforms. The recommendation in this study is that Kombung Batik UKM can provide a pleasant atmosphere during live streaming so that it will always be remembered by consumers and can increase brand awareness. In addition, providing special discounts or promos during live streaming will increase customer loyalty.
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Copyright (c) 2023 Amirza Rizki Rachmawati, Novi Diana Badrut Tamami, Agustina Shinta Hartati Wahyuningtyas (Author)