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

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.

Development of SME’s business cooperation information technology system design

“…This research integrates data-driven methods into digital marketing, and exponential technical advances provide opportunities for strategic advantage [23]. The results showed a positive influence between management system control and budget [24]. According to [25], the study discusses the strategy of SMEs to increase productivity.…”

Enhancing Information Technology Adoption Potential in MSMEs: a Conceptual Model Based on TOE Framework

“…Previous research aimed to analyze factors influencing technology implementation in MSMEs [9]- [11]. These studies encompass various aspects, such as those utilized to enhance management effectiveness [12], performance improvement [10], [13], and company market expansion [14]- [15]. Previous research has implemented various theories of IT adoption, such as the Technology Acceptance Model (TAM), Diffusion of Innovation (DoI), and Unified Theory of Acceptance and Use Of Technology (UTAUT).…”

Image Classification On Garutan Batik Using Convolutional Neural Network with Data Augmentation

“…Batik Garutan originating from the Garut Regency area, is a written batik craft that contains the values of the philosophy of life and customs of the Sundanese people. Batik Garut is synonymous with a light brown color with a slight yellowish tint, which is the hallmark of Garutan Batik [1]- [2]. It isn't easy to distinguish the Garutan Batik motif from other batik motifs because the patterns have several similarities.…”