Traditional Marketing Strategies of Sanggar Batik Katura in Maintaining the Existence of Batik Trusmi Cirebon

Abstract

Sanggar Batik Katura, the center of production and education of Trusmi Batik Cirebon, implementing traditional marketing strategies for decades. This study aims to explore these strategies in maintaining the existence of Cirebon Trusmi Batik in the modern era, as well as identify the strengths, weaknesses, opportunities, and threats faced. Through a qualitative case study approach, data was collected through semi-structured interviews, observations, and documentation studies, with key informants including owners, managers, and employees of Sanggar Batik Katura. Thematic analysis and SWOT are used to analyze the data. The results showed traditional marketing strategies focused on product quality, word-of-mouth promotion, limited utilization of social media, and adjustment of customer demand. The strength lies in product quality, reputation, and flexibility, while the weakness lies in the limited utilization of social media and reliance on word-of-mouth. Growth opportunities of the global batik market and increased interest in cultural products were identified, while competition from other batik producers active in digital marketing posed a threat. Traditional marketing strategies are still relevant, but adaptation and innovation are needed to meet the challenges of the digital age. This research contributes to the understanding of traditional marketing strategies in the batik industry.