Analysis of Micro, Small and Medium Enterprises (MSMEs) of Pure Light Writing Batik in Plered District, Cirebon Regency

Abstract

This research focuses on one of the MSMEs (Micro, Small and Medium Enterprises) in the city of Cirebon, precisely in the Plered subdistrict, called pure light written batik. The method used in this research is a qualitative method, where the researcher conducts observations at the pure light written batik production site and at the same time conducts interviews with the owners or owners of pure light written batik micro, small and medium enterprises. In research observations, researchers understand one thing, namely that product quality and consumer satisfaction greatly influence the selling power of hand-written batik, especially in the millennial era like now, people, especially teenagers, prefer modern clothes and follow trends, therefore hand-written batik craftsmen You also have to keep up with developments in order to know the tastes and satisfaction of consumers and potential consumers. In an interview with the owner, researchers learned that apart from following technological developments, having many connections in opening a micro, small and medium business is also very useful, because apart from being able to promote products on social media, entrepreneurs are also helped by many connections, where people who know them even being close to entrepreneurs will help promote their products, and will even order in large quantities when there is an event.