Abstract

One of Indonesian culture that is an asset of the ancestors and must be preserved is batik. Almost every province of Indonesia has a unique batik. But not all regions of Indonesia can maintain and preserve the batik industry. One of the main problems in batik products in Jambi lies on marketing aspect. This research aims to design various marketing strategies (product, price, place, promotion). So that Jambi Indonesian batik can keep growing both local and international market. Researched as many as 10 SMEs Jambi batik by way of purposive sampling. Data were collected by using observation, interview and FGD to business owners, employees, cooperatives, and consumers. The research analysis was conducted qualitatively using interactive model. The result of this study pictures that batik entrepreneurs in Jambi comes from hereditary business, from generation to generation. The business potential is huge to be further improved. From marketing strategy including product strategy, price, distribution and promotion have been done. But it has not been done optimally. So it needs to do some improvements so that the strategy can be done more optimal. There are still some issues that need to be improved, such as from product strategy: it is necessary to plan batik innovation into ready-made clothing not only batik cloth. From price strategy: need to create cheap price that can compete with batik price from Java island. From the distribution strategy: the product should not just wait to find a wider market. From the promotion strategy: to better utilize the technology, in order to reach the overseas market. Through the improvement is intended for SMEs Jambi batik can face competition with other business sub-sectors. Thus Jambi batik continues to be preserved its existence.

Keywords: Profile; Marketing strategy; SMEs Jambi batik