Institutional Repository | Satya Wacana Christian University: Strategi Pemasaran Produk Kerajinan Tangan : Studi Kasus Batik Laweyan Solo

Abstract

The background to this study is that less profitable sales turnover and
always has decreased so the batik industry could halt production in 1979. But
Laweyan Solo batik industry slowly rose and rename the formerly industrial Batik
Stars Mulya later renamed Laweyan Solo Batik industry to date. The role of
employers is essential in choosing the appropriate marketing strategy in order to
increase return batik entrepreneurs sales turnover in the village of batik batik Solo
Laweyan. This study aims to determine how the work done by batik entrepreneurs
in marketing Laweyan Solo batik products generated through marketing strategies
by means of word of mouth, internet marketing and blackberry. Qualitative
methods used in this study. The primary data key respondents, three were
collected by interviewing three Laweyan Solo batik entrepreneurs. The results of
this study indicate that the key respondent has succeeded in increasing sales
turnover again in Laweyan Solo batik. Contribution blackberry as an additional
means also affect marketing strategy that has been used by employers in Laweyan
Solo batik.
Keywords: Marketing strategy, Batik, Blackberry, Word of mouth, Internet
marketing.