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.