How does Griya Batik Mas Pekalongan Promote their Products? The Strategy and its Obstacle

DOI

10.2991/ictgtd-18.2018.43How to use a DOI?

Keywords

Promotion Strategy, Batik, Marketing, Pekalongan, Griya Batik Mas

Abstract

Promotional strategies are steps determined by the company to achieve a company's goals. Batik is a genuine cultural heritage of Indonesia which is currently being enjoyed by the people of Indonesia. One of the batik producers in Java is located in Pekalongan City, Central Java. One of batik artisans in Pekalongan city is Griya Batik Mas. This study investigated the promotion strategy conducted by Griya Batik Mas and the obstacles in running the promotion strategy. The respondent is the owner of Griya Batik Mas Pekalongan. The focus of research is promotion strategy and inhibiting factors. The type of research is qualitative research and Methods of data collection are observation and interviews, followed by Interactive Analysis. The result showed that Griya Batik Mas has good promotional strategy used to keep increasing sales and increase the number of visitors who come to Griya Batik mas. However, the use of social media as a promotional tool is still lacking, so social media methods still need to be developed to be better. Griya Batik Mas needs to maintain the existing promotion strategy, as well as improve the ability to utilize social media as a means of promotion and continue to make the latest product innovations in accordance with the market interest.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Adawiyah Robiatul
AU  - Rina Suprina
AU  - Meri Dwi Susanti
PY  - 2018/03
DA  - 2018/03
TI  - How does Griya Batik Mas Pekalongan Promote their Products? The Strategy and its Obstacle
BT  - Proceedings of the 2nd International Conference on Tourism, Gastronomy, and Tourist Destination (ICTGTD 2018)
PB  - Atlantis Press
SP  - 364
EP  - 371
SN  - 2352-5428
UR  - https://doi.org/10.2991/ictgtd-18.2018.43
DO  - 10.2991/ictgtd-18.2018.43
ID  - Robiatul2018/03
ER  -