Strategi Komunikasi Pemasaran Dalam Mempromosikan Batik Putri Sanggabuana Karawang Sebagai Identitas Budaya Lokal
DOI:
https://doi.org/10.35870/jemsi.v11i3.4195Keywords:
Marketing Communication Strategy, Cultural Identity, Promotion Strategy, Local BatikAbstract
This study aims to analyze the marketing communication strategy of Batik Putri Sanggabuana Karawang in promoting batik as a local cultural identity, as well as identify the obstacles that affect the effectiveness of the strategy. Using a qualitative approach with a case study method, data were obtained through in-depth interviews, observation, and document analysis. The results show that social media, collaboration with influencers, and cultural campaigns have increased public awareness of Batik Karawang, although there are still constraints such as budget limitations and low local appreciation. A more creative marketing strategy is needed to strengthen Putri Sanggabuana Batik's position as local cultural pride. This study implies the importance of collaboration between the government, community, and entrepreneurs in preserving and promoting batik as a cultural heritage and improving its competitiveness in the domestic and global markets.
Downloads
References
Audina, D. N., & SUKARDANI, P. S. (2018). Strategi Komunikasi Pemasaran Dalam Upaya Mempromosikan Batik Jawa Timur (Studi Kasus pada ‘Komunitas Batik Jawa Timur’atau ‘KIBAS’). The Commercium, 1(2). https://doi.org/10.26740/tc.v1i2.26511.
Fadli, M. R. (2021). Memahami desain metode penelitian kualitatif. Humanika, Kajian Ilmiah Mata Kuliah Umum, 21(1), 33-54.
Goma, N. S., Salim, M., & Marta, R. F. (2022). Strategi Komunikasi Pemasaran Paguyuban Batik Tulis Giriloyo Menghadapi Pandemi COVID-19. Komunikasiana: Journal of Communication Studies, 4(1), 40-54. http://dx.doi.org/10.24014/kjcs.v4i1.17963.
Juhji, J., Wahyudin, W., Muslihah, E., & Suryapermana, N. (2020). Pengertian, ruang lingkup manajemen, dan kepemimpinan pendidikan Islam. Jurnal Literasi Pendidikan Nusantara, 1, 111-124.
Magdalena, E. C. R., & Pamungkas, I. (2023). Strategi Komunikasi Pemasaran Digital pada Pelaku Usaha Mikro Batik Hasan di Jawa Barat. Ekspresi Dan Persepsi: Jurnal Ilmu Komunikasi, 6(2), 360-367. https://doi.org/10.33822/jep.v6i2.5946.
Mamonto, F. W., Tumbuan, W. J., & Rogi, M. H. (2021). Analisis faktor-faktor bauran pemasaran (4p) terhadap keputusan pembelian pada rumah makan podomoro poigar di era normal baru. Jurnal EMBA: Jurnal riset ekonomi, manajemen, bisnis dan akuntansi, 9(2). https://doi.org/10.35794/emba.v9i2.33281.
Noerbani, C., Isyanto, P., & Sumarni, N. (2024). Analisis Inovasi Produk dan Komunikasi Pemasaran terhadap Minat Pengunjung Wonderland Adventure Waterpark Karawang. J-MAS (Jurnal Manajemen dan Sains), 9(2), 829-836. https://doi.org/10.33087/jmas.v9i2.1812.
Pohan, D. D., & Fitria, U. S. (2021). Jenis jenis komunikasi. Cybernetics: Journal Educational Research and Social Studies, 29-37.
Rizky, R., & Wibisono, T. (2012). Mengenal seni dan budaya Indonesia. Cerdas Interaktif.
Rosyadi, A., Sunarya, E., & Komariah, K. (2020). Komunikasi pemasaran sebagai upaya pelestarian kain Batik Sukabumi. Syntax Idea, 2(10), 738-748. https://doi.org/10.46799/syntax-idea.v2i10.618.
Salsabila, A. P. B., Rozikin, C., & Adam, R. I. (2023). Klasifikasi Motif Batik Karawang Berbasis Citra Digital dengan Principal Component Analysis dan K-Nearest Neighbor. JUSTIN (Jurnal Sistem dan Teknologi Informasi), 11(1), 20-27.
Saraswati, H. D., & Afifi, S. (2022). Strategi komunikasi pemasaran pariwisata di masa pandemi COVID-19. CoverAge: Journal of Strategic Communication, 12(2), 138-155.
Sari, E. N., & Aji, G. G. (2023). Strategi Komunikasi Pemasaran Batik Lochatara Sebagai Produk Lokal Kediri dalam Upaya Meningkatkan Penjualan. The Commercium, 7(1), 100-111. https://doi.org/10.26740/tc.v7i1.55134.
Sitasari, N. W. (2022). Mengenal analisa konten dan analisa tematik dalam penelitian kualitatif. In Forum Ilmiah (Vol. 19, No. 1, pp. 77-84).
Trixie, A. A. (2020). Filosofi motif batik sebagai identitas bangsa Indonesia. Folio, 1(1), 1-9. https://doi.org/10.37715/folio.v1i1.1380.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Devi Pitrianingsih, Puji Isyanto, Neni Sumarni
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
