BACKGROUND Methodelogy Research methodology for this study using

The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia | 20 THE EFFECTIVENESS OF THE USE OF INTERNET MARKETING BY COMMUNITY-BASED BATIK INDUSTRY IN GIRILOYO BANTUL INDONESIA Mohammad Rianda Al Rasyid andhamohammadgmail.com Retno Widowati PA, M.Si.,Ph.D. retno.widowatiumy.ac.id Misbahul Anwar misbahulanwaryahoo.com Magister Management and The Department of Management Universitas Muhammadiyah Yogyakarta. Abstract: This study aimed to evaluate and discuss the effectiveness of the use of internet marketing on community-based batik Industry in Giriloyo, Bantul Yogyakarta. The discussion in this research are: a what kind of internet technology which has been applied by the community-based batik industry Giriloyo in doing their internet marketing. b The extent to which the effectiveness achieved before and after applying Internet technology on their batik business, c What are the positive impacts and what obstacles are encountered when applying the internet as a marketing medium, d What kind of internet models are used. This study used descriptive qualitative evaluation approach by using the qualitative method as the data analysis technique, This research implemented the technique by an interactive method which consists data reduction, data collection, data presentation, and the conclusion that can be made at the time before and during the data collection. All of business actors of community-based batik industry in Giriloyo become the respondent by guided interview. The result showed an increasing performance in some indicators after implementing the internet marketing, by using the community website and supported by private account of social media, blog and email by each of community members, nevertheless there were several problems which still need to be solved in the basis of management and services. Keywords: Effectiveness, Batik Industry, internet marketing, descriptive qualitative.

1. BACKGROUND

In the development of era, marketing has experienced different dynamics depending on the demands of the market itself market demand, this time as we know that the massive development of technology revolutionized nearly all existing marketing activities. Customers do not need to go to traditional market to choose the products they want to buy directly, so that the sellers who do not need to spend time waiting for customers to come in the shop to buy the products they offer. Some descriptions above are the impacts of technological development. The impact of the massive development of the Internet provides significant changes also to the world of marketing, especially for industry players, which was originally run their business in a way of traditional marketing, and then after the phenomenon of the technology they switch to digital marketing. The definition of traditional marketing itself is defined as a business activity carried out without using the internet to get customer, doing promotion and establish communication. The presence of internet marketing more or less has helped the development of community-based batik industry Giriloyo. The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia | 21 Because, the location of the industry is quite far from the city of Yogyakarta under the hillside village Wukirsari Imogiri but they could survive from being retarded about internet. Customers can access the Giriloyo batik by online with opening the web address batiktulisgiriloyo.com then everybody from everywhere can find out all about batik Giriloyo. In addition, each group of community-based batik industry in the Giriloyo village also has a private business email to communicate in a more personalized to the customers who come from out of town and even abroad. The member of batik industry groups also partly had been actively using social media as a means of promotion for their products. By the fact that described the authors are interested in doing research with the aim of evaluating before and after community-based batik industry applying internet on their business.

2. PROBLEM