Marketing strategy design based on information technology in batik small and medium-sized enterprises in Indonesia

Authors

DOI:

https://doi.org/10.15587/1729-4061.2021.244137

Keywords:

strength weakness opportunities threats, analytic hierarchy process, e-commerce, small and medium-sized enterprises

Abstract

During the pandemic, the Indonesian authorities are committed to limiting the social and economic mobility of the community. One of the activities carried out is online purchases. With changes in people's behavior towards meeting online needs, small and medium-sized enterprises will be able to use information technology in making online marketing of products sold to consumers. The object of this research is batik small and medium-sized enterprises in Indonesia. At this time, many batik small and medium-sized enterprises have used online marketing, but it has not been said to be optimal. It can be shown that there are still many batik small and medium-sized enterprises that have experienced a fifthly percent decline in sales during the pandemic. Therefore, batik small and medium-sized enterprises must be able to increase sales capacity through online marketing to increase profitability. The purpose of the study is to identify both internal and external factors in order to instigate a better strategy to improve the firm’s market. This research uses qualitative and quantitative methods. The method used is to integrate the Strength Weakness Opportunities Threats and Analytic Hierarchy Process methods to increase profitability. These results are in the context of the Strengths Opportunity strategy, which includes analyzing the potential of digital marketing and developing innovative business models, that batik small and medium-sized enterprises must expand the market by maximizing online marketing and increasing quality and creativity in creating product content online. This research found that a prominent strategy for developing the batik business is the strength and opportunity strategy that takes advantage of strengths and opportunities in order to increase competitiveness.

Supporting Agency

  • This research is fully funded by Ministry of Research and Technology / National Research and Innovation Agency (RISTEK BRIN) Indonesia as part of Hibah Penelitian Terapan Unggulan Perguruan Tinggi (PTUPT) with Contract No. 09/KP/MULTI/LPPM-ITATS/2021

Author Biographies

Suhartini Suhartini, Institut Teknologi Adhi Tama Surabaya

Master in Industrial Engineering

Department of Industrial Engineering

Nina Aini Mahbubah, Universitas Muhammadiyah Gresik

Doctor of Industrial Engineering

Department of Industrial Engineering

Mochammad Basjir, University Islam Malang

Master in Industrial Engineering

Department of Mechanical Engineering

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Published

2021-12-28

How to Cite

Suhartini, S., Mahbubah, N. A., & Basjir, M. . (2021). Marketing strategy design based on information technology in batik small and medium-sized enterprises in Indonesia . Eastern-European Journal of Enterprise Technologies, 6(13 (114), 39–48. https://doi.org/10.15587/1729-4061.2021.244137

Issue

Vol. 6 No. 13 (114) (2021): Transfer of technologies: industry, energy, nanotechnology

Section

Transfer of technologies: industry, energy, nanotechnology

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Copyright (c) 2021 Suhartini Suhartini, Nina Aini Mahbubah, Mochammad Basjir

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