p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 5 Mei 2024 http://jist.publikasiindonesia.id/

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5 May 2024 2440

Analysis Of Marketing Mix Strategy Mix On Sales In Batik

Quu Ciwaringin

*Correspondence

Digitalization has affected many aspects of daily life, including family life, which

is increasingly complex and varied along with information technology. Increasingly

Analysis Of Marketing Mix Strategy Mix On Sales In Batik Quu Ciwaringin

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5 Mei 2024 2441

businesses can become more responsive to market fluctuations and increase their sales in

more sensitive markets.

One significant change occurred in the Marketing Mix concept, which used to

consist of 4Ps (Product, Price, Place, and Promotion) but has now developed into 7P with

the addition of People, Process, and Physical Evidence (Chasanah & Prihatiningtyas,

2022). This transformation explains how businesses must keep up with technological

advances to remain relevant in an increasingly competitive market (Erwin et al., 2023).

Batik is one of Indonesia's traditional crafts used in several media, the most famous

of which is cloth (Marzuqi, 2015; Qurrata et al., 2021). In the end, batik became one of

By understanding more clearly how digitalization affects batik sales and marketing

strategies either through direct selling or through profiles like Batik QUU Ciwaringin,

researchers can identify opportunities, address concerns, and provide more in-depth

advice for those involved in the batik industry as they navigate the dramatic changes in

today's digital age.

Research (Miati; Tresna, 2020) concluded that the marketing mix of Gendhies Batik

in Banjar City has been well implemented with attractive and innovative products,

affordable prices, and quite effective promotions. However, less strategic business

locations are an obstacle. (Rozi, 2017) found that Djawa Batik Solo successfully uses

marketing strategies that focus on young consumer segmentation, quality products,

with high-quality products. However, the price is relatively higher, and this strategy

effectively increases sales. Research (Pratiwi &; Suranto, 2022) through a mentoring

model with the concept of "to do" in the marketing mix increases the sales turnover of

Rafida Batik, showing that the implementation of the marketing mix is effective in

solving marketing problems early. (Firmansyah &; Mahardhika, 2015) This study on

marketing mix strategies (products, prices, promotions, distribution) on batik purchasing

decisions in Surabaya shows that these four variables significantly influence purchasing

decisions. However, this study is still limited to 4P marketing mix variables, so other

variables need to be explored further.

Most previous studies only emphasized the 4P marketing mix variables (product,

Widya, Haliza Amera, Dini Selasi

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5 May 2024 2442

such as less strategic business location and less varied and modern product motives. These

studies also have not fully explored other variables that might influence the purchasing

decisions of batik consumers. Therefore, the new research can explore additional

variables beyond the 4P marketing mix: People, Process, and Physical Evidence. In

addition, this study can examine strategies to overcome business location constraints and

innovation of batik products that are more modern and varied, as well as utilize social

media effectively for promotion.

Based on the above background, this study aims to identify the 7P marketing

factors that significantly influence batik sales at QUU Batik. Therefore, this research will

collect primary and secondary data needed to answer the research question (Achjar et al.,

2023). Primary data will be obtained through direct interviews with resource persons

involved in the batik business process at Batik QUU, such as managers, designers, and

production employees. Meanwhile, secondary data will be obtained through literature

studies on the batik industry and relevant marketing practices. Data collection techniques

used in this study include in-depth interviews, direct observation of business processes,

and documentation from various relevant sources.

QUU Ciwaringin Batik, produced by Mrs. Hj. Tati Rochmawati, located at Block

who can provide online content are not yet available, so there are bottlenecks in online

transactions. In addition, capital to conduct large-scale transactions is still inadequate. An

effective marketing strategy is also not optimal to increase sales. However, other

advantages can be seen from using simple materials and natural resources that are

environmentally friendly, as well as unique and intricate batik motifs. The resulting batik

fabric is high-quality, soft, and safe for health. The benefits to local communities are

significant, providing economic stability for school-age children, senior citizens, and

Analysis Of Marketing Mix Strategy Mix On Sales In Batik Quu Ciwaringin

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5 Mei 2024 2443

rural residents. QUU Ciwaringin Batik can be purchased directly at the production site or

through the Anugerah Batik Cooperative, which is located in Jl. Jend. Urip Sumoharjo

Blok Kebon Gedang, Desa RT.07/RW.05, Ciwaringin, Kec. Ciwaringin, Cirebon

Regency, West Java 45167. This batik product has even been marketed in Malaysia and

Thailand.

1. Product

A product is something that producers must develop to meet consumer needs. The

results of an interview with Mr Fatoni on March 1, 2024, stated that the batik products

produced by QUU Ciwaringin Batik are based on customer requests. However, QUU

The results of the interview delivered by Mr Fatoni regarding Ciwaringin batik

products:

"Here, we do not make batik every day; we make motifs according to order; it can be the

motif of growing plants, animals, or anything according to the buyer's request. So, the

type of batik depends on the fabric. There are many types of fabric, mainly cotton and

silk. There is such a motive as Primissima. There is such a thing as a chariot, such as

busulfan, machete, and many more." (Interview March 1, 2024, with Mr. Fatoni as a Batik

business actor of QUU Ciwaringin)

2. Price

Setting prices is one of the crucial aspects of managing a company's business. The

Results of an interview with Mr Fatoni about the price of Ciwaringin batik:

"Cotton is also a variety of kinds, and silk is also a kind. There is the most basic super

silk, super Perla, and the cheapest, the most expensive embossed silk. Then there is the

ATBM Sutra, which is already middle class. Where else is his name, Baron? There is also

a kind of 500 thousand at the top of the ride. If there is super silk, it is embossed; there is

ATBM and Baron. However, if the usual silk still arises, our production period is still

standard; there are about 2 million." (Interview March 1, 2024, with Mr. Fatoni as a

Batik business actor of QUU Ciwaringin).

3. Promotion

Promotion is a series of activities by Batik QUU Ciwaringin to convey

Widya, Haliza Amera, Dini Selasi

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5 May 2024 2444

Ciwaringin started the promotion by creating a brand that illustrates the advantages of

Ciwaringin batik. Furthermore, the company also conducts promotions through internet

marketing (through websites and social media), installs displays in hotels, participates in

batik events or exhibition exhibitions, and participates in fashion exhibitions. According

to Mr. Fatoni, the most influential is from colleagues who have bought and exhibited

batik.

Results of an interview with Mr Fatoni about the promotion of QUU Ciwaringin

Batik:

"There are two types of marketing: offline and online. If you go offline, we first join the

friends, lecturers, or anyone who participates in marketing—the second for online used

to be Facebook from Sabang modo, open stalls, and shop also existed. It used to be

complete because there was an admin from Jakarta. The admin is now gone. I had trouble

creating the content; I was in the production department already high from morning to

morning, and Gaada uploaded it. For example, expenses can be up to twice as much if

we exhibit or visit a hotel. For example, we exhibit in a city where out of 400 can be sold

until 800 900. Meanwhile, for marketing, it is average; at least the exhibition is the same

as the guests who come." (Interview March 1, 2024, with Mr. Fatoni as a Batik business

actor of QUU Ciwaringin)

4. Place

Anugerah Batik and is located in Jl. Gen. Urip Sumoharjo block kebon gedang, village,

RT.07/RW.05, Ciwaringin, Ciwaringin district, Cirebon regency, West Java.

5. People

Understanding the target market is crucial in designing marketing strategies for

Ciwaringin Batik. As a batik producer with unique motifs and qualities, mapping the

target market is crucial. In this context, Batik Ciwaringin directs its products to consumers

who appreciate the authenticity of local culture, lovers of traditional arts, and individuals

or groups interested in promoting Indonesia's cultural heritage. In addition, Batik

Ciwaringin also targets a broader market segment, including domestic and international

tourists looking for typical Indonesian souvenirs or high-quality products.

Analysis Of Marketing Mix Strategy Mix On Sales In Batik Quu Ciwaringin

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5 Mei 2024 2445

"The target is people who already work in offices. It is not expensive actually, because

young people sometimes do not understand. The target is socialites, just like foreigners."

(Interview March 1, 2024, with Mr. Fatoni as a Batik business actor of QUU Ciwaringin).

6. Process

The process of making batik is a complicated and time-consuming process that

requires attention to detail and patience—according to an interview with Mr Fatoni, the

manufacturing process varies depending on the type of material and design. The most

extended process, taking about two to three weeks, is required for ATBM and Baron Silk.

This relates to the plummeting price of batik, where the selling price of ATBM and Baron

includes several essential elements that determine its quality and beauty. The fabrics used

vary widely, with cotton and silk as the top choices. Cotton fabrics such as Primissima,

Kereta Kencana, and Yusufan offer variety in quality and texture, while silk fabrics are

available from super to ATBM and Baron types. The quality of this fabric largely

determines the final result of batik, where smooth and brightly colored fabrics are

preferred to produce beautiful and durable batik. The choice of fabric type is also strongly

influenced by budget and buyer preferences, with silk fabric being more expensive and

delicate than cotton, which is more affordable and easy to maintain.

Motifs and colors are also important aspects of batik physical evidence. Various

batik motifs, ranging from traditional to modern, are usually hand-painted by skilled

Batik QUU Ciwaringin offers high-quality products with unique and attractive

designs, meeting customer demands with various traditional, modern, and custom motifs.

The fabrics used vary, ranging from Primissima cotton, Kereta Kencana, and Yusufan to

ATBM and Baron silk. In addition, Batik QUU Ciwaringin provides custom design

services to meet customers' specific needs. Product prices vary depending on the type of

fabric, design, and complexity of motifs, ranging from Rp 400,000 to millions of rupiah.

ATBM batik and Baron silk, due to the complicated and time-consuming manufacturing

process, have the highest price, reaching Rp 500,000 per meter. The choice of fabric

depends on the preferences and budget of the buyer.

QUU Ciwaringin Batik promotion is carried out through offline channels, such as

Widya, Haliza Amera, Dini Selasi

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5 May 2024 2446

and marketplaces. They also work closely with influencers and mass media to increase

reach. Although it does not yet have a physical store, sales are made through pre-orders,

with products shipped directly to consumers. Batik QUU Ciwaringin also collaborates

with Koperasi Anugerah Batik in Ciwaringin for distribution. Its target market includes

individuals who appreciate the authenticity of local culture, lovers of traditional arts, and

domestic and international tourists looking for typical Indonesian souvenirs. Making

batik is done manually with great attention to fabric quality and motifs, taking 2-3 weeks

for fabrics such as ATBM and Baron silk. With the right 7P marketing mix strategy, QUU

Ciwaringin Batik has an excellent opportunity to develop and compete in the Indonesian

Based on the study's results, the aspects that most influence the sales of QUU

Ciwaringin Batik are products and promotions. Products are a significant factor because

increase the visibility and reach of products. Despite the constraints in online marketing,

promotional efforts through offline and word-of-mouth channels from satisfied customers

have helped increase sales. Effective promotion, including through social media and

cooperation with influencers, can further overcome obstacles and support the sales growth

of Batik QUU Ciwaringin.

Analysis Of Marketing Mix Strategy Mix On Sales In Batik Quu Ciwaringin

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5 Mei 2024 2447

Publishing Indonesia.

Ananda, Tarisa Aulia, Dewi, Nabilla Kusuma, & Saleh, Mohamad Zein. (2023).

Fenomena Perubahan Strategi Pemasaran dalam Menghadapi Tantangan di Era

Digital. Jurnal Publikasi Ilmu Manajemen, 2(4), 98–107.

Chasanah, Uswatun, & Prihatiningtyas, Gita. (2022). Pengaruh Bauran Pemasaran

Terhadap Keputusan Pembelian Konsumen di Blanco Coffee Yogyakarta. Jurnal

Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister

Manajemen, 9(2), 1–18.

Erwin, Erwin, Pasaribu, Asmara Wildani, Novel, Nurillah Jamil Achmawati, Thaha,

Abdurrahman Rahim, Adhicandra, Iwan, Suardi, Citra, Nasir, Arnold, & Syafaat,

Widya, Haliza Amera, Dini Selasi

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5 May 2024 2448

Qurrata, Vika Annisa, Yusida, Ermita, Sudjatmiko, Sudjatmiko, & Prastiwi, Lustina