The purpose of this study is to formulate the promotion design strategies of Banyumas batik characteristic for improve competitiveness and preserve the Banyumas batik characteristic. This studyusing qualitative research withobjectives are related person with effort to promote batik banyumasan. Informers were selected by purposive sampling. The data wasanalyzedby Strength, Weakness, Opportunity, Threat (SWOT) analysis and interactive analysis.The location of study was conducted in BALINGMASCAKEB area include fives regency: Banyumas, Purbalingga, Banjarnegara, Kebumen and Cilacap regency with consideration is the batik that produced has same characteristic of Banyumas primary design which highlight more themes of nature and the colors are dominated with Black and Brown.The results of study indicated that each regency has a variety of different batik design with a diversity of different philosophies and history that reflects the culture and local wisdom in each regency. Although it has different motive design, however each regency has same coloring that emphasizes with Brown and Black.Related with promotion strategies, this study found that the promotionactivities carried out by craftsmen give effect to the sale of batik banyumasan becausemost ofcraftsmen still used promotion strategy through exhibitions and personal selling. Online promotion strategies that use website application canbe an alternative marketing strategy to promote their productswith wider coverage and lower cost.
Method of Research
This studyusing qualitative research withobjectives are related person with effort to promote batik banyumasanwhich include: Craftsmen, Trade and Industry Department, and humanists. The data was collectedthroughobservation and in-depth interviews.The informantswere selects with purposive sampling. Data analysis was performed through Strength, Weakness, Opportunity, Threat (SWOT) (Porter, 1995) and interactiveanalysis (Miles and Haberman, 2007). The location of research in the Balingmascakeb area with consideration is the batik that produced has same batik banyumasan primary design which highlight more themes of nature and the colors are dominated with Black and Brown.
Profile of Batik Banyumasan
Batik banyumasanreached its height of popularity in 1970. At that time in the Karisidenan Banyumas area there are about 165 batik entrepreneurs. The number of craftsmen were steaming the pengobeng (batik workers) are not recorded. Their production depends on the tenacity of the amount of hard work of “pengobeng” around5000-6000 people. The Center location batik production located in district ofSokaraja, Banyumas, and Kranji.Thirty years later, a lot of businessmen, craftsmen and pengobeng of Batik banyumasan change their job becomefarmer, trader or a housemaid.
The research conducted on the five regency in the Barlingmascakeb area for data retrieval is needed in each regency follows:
1. Banjarnegararegency by 10 Craftsmen
2. Kebumen 4 Craftsmen
3. Purbalingga 5 Craftsmen
4. Banyumas 9 Craftsmen
5. Cilacap 2 Craftsmen
Thus there are 28 batik Craftsmenwho visited and retrieved the data. All of craftsmen have been selected by three motivesin each regency, so that the chosen motives are 15. The Motives selected on the basis of the characteristic of each area. The mainstay motive Barlingmascakeb every regency in the area are as follows (Table 1):
Scenarios for improving competitiveness of batik banyumasan
To help many lack of the research, it analyzed SWOT as follows. Conditions of the strategic factors that are largely internal bias in all aspects can see inTable 2.Each aspects were weighted and rated in accordance with the strategic level. If the strategic is higher for the factor so the weights and the ratings are alsohigher.