Strategy of Cirebon Batik Writing Workshop on Marketing in the Young Generation: Case Study Sanggar Widjaya Kusuma

Abstract

This research aims to observe and analyze the marketing strategy for written batik at Sanggar Widjayakusuma in the Keraton Kesepuhan area in implementing workshop marketing techniques, with field research using a qualitative approach. Data sources taken are primary data and secondary data, data collection techniques used. The author used this, namely observation, interviews and interviews as well as documentation obtained from Cirebon Hand-written Batik Craftsmen at the Widjayakusuna Studio, so that the research could be more in-depth. The author used the SWOT Analysis Method. The results of the research can be concluded that the Cirebon Hand-written Batik Workshop at the Widjayakusuma Studio had a positive impact on marketing and marketing. preservation of traditional cultural arts among teenagers. Workshops not only function as a marketing tool but also as a means of cultural education. Workshop participants not only learn batik techniques, but can also understand the cultural and historical values behind Cirebon written batik, thereby deepening their understanding of this traditional art. In addition, craftsmen apply digital marketing techniques such as social media and take part in special product exhibition events. Cirebon which is organized by the relevant Ministry Services. Craftsmen still have shortcomings in conducting workshops, the disadvantage is that running a workshop requires costs and resources, such as space, materials and instructors, which can be an obstacle, especially for regularly scheduled workshops. The opportunity is that the results of the workshop can be turned into a product that sells, opening up new opportunities to expand the marketing of Cirebon Written Batik, while the threat is that economic factors that limit young people's participation in paid activities such as workshops can become a barrier to commercialization.