Implementation of Marketing Strategy For Wooden Batik Business Development: Opportunities For Cultural Preservation And Youth Market Target

Vivia Agripina; Eka Sari; Zahra Aulia  Raihani; Anggita Tazkia Aulia Rahman; Siti Nur Khaula Sofia; Agrelya Margaretha Carolina Hutapea

doi:10.63453/general.v2i1.37

Authors

Vivia Agripina Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Budaya, Universitas Pakuan, Bogor
Eka Sari Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Budaya, Universitas Pakuan, Bogor
Zahra Aulia Raihani Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Budaya, Universitas Pakuan, Bogor
Anggita Tazkia Aulia Rahman Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Budaya, Universitas Pakuan, Bogor
Siti Nur Khaula Sofia Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Budaya, Universitas Pakuan, Bogor
Agrelya Margaretha Carolina Hutapea Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Budaya, Universitas Pakuan, Bogor

DOI:

https://doi.org/10.63453/general.v2i1.37

Keywords:

Wooden Batik; Young Generation; Innovation; Marketing Strategy; Cultural Preservation.

Abstract

Introduction

Indonesia is known for its rich arts and culture, one of which is batik. Innovations such as wooden batik open up new opportunities to combine traditional art with the modern market. Batik Kayu Dewi, located in Bogor, is a creative industry player developing wooden batik products. This study aims to examine marketing strategies, product innovations, and challenges faced by Batik Kayu Dewi in maintaining its existence and competitiveness in the modern market.

Methods

This study uses a qualitative approach with data collection methods that include interviews, direct observation, and documentation. Interviews were conducted with business owners and several parties involved in production and marketing activities. Observations were conducted at production and marketing locations, while documentation includes visual archives and records of business activities.

Results

The research findings show that Batik Kayu Dewi utilizes several marketing strategies, including through social media, organizing educational workshops, and collaborating with Imah Kramik as a partner in expanding the market network. Innovations made include the use of resin to increase the aesthetic and functional value of the product. However, Batik Kayu Dewi also faces several challenges, such as limited human resources (HR), access to raw materials, and low interest of the younger generation in traditional arts such as wooden batik.

Conclusion and Suggestion

This study concludes that although Batik Kayu Dewi has succeeded in combining traditional elements with a modern approach through innovation and marketing strategies, business sustainability still faces internal and external obstacles. Therefore, it is recommended that Batik Kayu Dewi develop educational digital content to attract the interest of the younger generation, seek local sources of raw materials to reduce external dependence, and create contemporary product designs to expand the market. These steps are expected to strengthen Batik Kayu Dewi's position in preserving culture while maintaining its competitiveness in the modern market.

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