MARKETING STRATEGY OF FABRIC BATIK ENTERPRENEURS IN MICRO, SMALL AND MEDIUM ENTERPRISES (SMEs) CENTRA BATIK

Abstract

The research objectives are to (a) analyze the attributes of batik products desired by consumers; (b) analyze the market-oriented marketing strategy. The benefits of the research are: (a) the attributes of batik products in the context of improving to consumer buying interest, (b) the marketing strategy of goodness of fit for marketing market-oriented. The research uses experimental and exploratory methods with a research sample of 175 consumers who understand in centra batik Masaran. Data analysis uses conjoint analysis and Structural Equation Modeling (SEM) analysis while increasing market strategy product marketing. The research results showed that batik product preferred by consumers has the characteristics of using a marketing mix as follows: (1) product variables; (2) prices variabels; (3) promotion variables; and (4) place variables. The concept of market-oriented product marketing strategy is said to be feasible and good, so that it can be used as an marketing strategy in the context of increasing interest in buying batik products.