Post Covid 19 Pandemic Recovery Strategy for Purbalingga Batik SMEs Based on Marketing Mix

Abstract

This study aims to find out how to design marketing strategies used by batik business owners in facing business competition. We used a multi-case study on three batik entrepreneurs in Purbalingga Regency. This study uses data collection techniques through observation, interviews, and documentation. Interviews were conducted on batik business owners and batik consumers in Purbalingga Regency. This study also uses data from documentation and observation. Based on the 4P marketing strategy framework for batik SME owners, this study finds that Batik DwiPutro is more prominent, namely 3P, product mix, price mix, and promotion mix. In terms of products, this prioritizes product quality in terms of raw materials, namely by using the best quality fabrics. In addition, the pricing carried out by the DwiPutro batik SME refers to the activities of the production process and the raw materials used in order to achieve the right price. In terms of promotion, the use of social media facilities has not been maximized in new promotions following batik exhibition activities and institutions. Meanwhile, in Pak Yoga's batik business "SekarPurbaya", what is more highlighted is the marketing strategy, namely product mix, price mix, business location mix, and promotion mix. The researcher looked at Bu Kus's Eco Print batik business in terms of price, the price determined was relatively cheaper than the two competitors. Meanwhile, for the SekarPurbaya batik business in terms of price, for the size of the Padang batik business in the village, the price is quite expensive, because the majority of the surrounding environment is the lower middle class.

Keywords: Marketing strategy, batik, Micro, Small, and Medium Enterprises