Published date: Jan 06 2025

Journal Title: KnE Social Sciences

Issue title: The Bandung Creative Movement 2023 – Enhancing Collaboration In Arts, Design And Craft For Sustainable Creative Industries: Creative Economy

Pages: 91 - 98

DOI: 10.18502/kss.v10i1.17856

Citra Tifany FahiraTelkom University, Bandung

Morinta RosandiniTelkom University, Bandung

Ira Wirasariirawirasari@telkomuniversity.ac.idTelkom University, Bandung

Tan Gek SiangMultimedia University, Kuala Lumpur

Batik is a local Indonesian product widely sold by MSMEs and is competitive in the international market. In this digital era, coupled with significant online business growth, Indonesia’s opportunities for batik export are also increasing. Therefore, Batik MSMEs need to pay special attention to formulating business strategies to compete in the digital age and capitalize on export opportunities. Much research on developing digital marketing targeting batik exports has yet to be conducted, so more in-depth analysis is needed. This research was performed using a qualitative descriptive method with literature study and direct observation of two batik MSMEs in Bandung and found the potential for developing marketing strategies for international markets. The results of this study are proposed digital marketing strategies using Porter’s Five Forces, Resource-Based View, and TOWS analysis to determine the strengths of the batik industry, especially in the export business, to increase profits.

Keywords: Batik, digital marketing, MSME, Porter’s Five Forces

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