Proceedings of the 1st International Conference on Social, Science, and Technology, ICSST 2021, 25 November 2021, Tangerang, Indonesia

Research Article

Batik Marketing Strategy in the Covid-19 Pandemic Era

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  • @INPROCEEDINGS{10.4108/eai.25-11-2021.2318830,
        author={Jati  Widagdo and Adzrool Idzwan Ismail and Asmidah  Alwi},
        title={Batik Marketing Strategy in the Covid-19 Pandemic Era},
        proceedings={Proceedings of the 1st International Conference on Social, Science, and Technology, ICSST 2021, 25 November 2021, Tangerang, Indonesia},
        publisher={EAI},
        proceedings_a={ICSST},
        year={2022},
        month={7},
        keywords={covid-19; defense strategy for batik craftsmen},
        doi={10.4108/eai.25-11-2021.2318830}
    }
    
  • Jati Widagdo
    Adzrool Idzwan Ismail
    Asmidah Alwi
    Year: 2022
    Batik Marketing Strategy in the Covid-19 Pandemic Era
    ICSST
    EAI
    DOI: 10.4108/eai.25-11-2021.2318830
Jati Widagdo1,*, Adzrool Idzwan Ismail2, Asmidah Alwi2
  • 1: Universitas Islam Nahdlatul Ulama Jepara
  • 2: Universiti Utara Malaysia
*Contact email: jati.widagdo33@gmail.com

Abstract

Entering the third year of the COVID-19 pandemic that's presently fully fledged by all countries, it still incorporates a declining impact in varied business fields. One in all the business fields that is laid low with laws relating to the pandemic is that the batik industry. Batik isn't enclosed within the primary desires in human life in order that in the past 3 years it's experienced a big decline in mercantilism activities. This sluggishness can end in batik entrepreneurs and employees who rely their fate on merchandising batik products. The decline in turnover is clearly caused by restrictions on area for movement and declining market demand, thus there's a desire for innovation in formulating ways which will restore the passion of the batik trade within the current economic recovery period. A qualitative approach is employed as a technique during this study that uses the steps of tracing the victimization of democratic observation techniques. The results of this study offer seven strategic offers that is applied by batik business people, the results of the analysis can be used as a reference for business actors considering the dynamic conditions and it's hoped that business actors can survive and grow in the recovery period.