Product Branding Training Model for MSMEs in Probolinggo Regency
DOI:
https://doi.org/10.56070/ibmaj.v1i2.6Keywords:
Batik SMEs, Digital Marketing, International Market, Sales IncreaseAbstract
Batik MSMEs currently need to apply the concept of digital marketing in order to compete in the global market and increase sales. There are still some Batik MSME actors who use conventional marketing. This study aims to apply a digital marketing training and mentoring model to Batik Cahaya SMEs in Lumajang Regency, East Java, Indonesia. This study uses an ethnographic approach by collecting from literature sources and field data from observations, participation, and interviews. The results showed that the digital marketing training and mentoring model was very effective and had a positive impact. Some of the benefits obtained are ease of marketing products, time efficiency, minimizing costs, ease of transactions, and unlimited reach to international markets. There was an increase in sales of up to 13% during the six months after the activity took place.
Downloads
References
Anggraeni, O. J., & Kurniawati, D. (2019). Consumer’s Preference On Batik Pattern and Quality in Increasing the Purchase Decision of Jember Batik Product. Paper presented at the Proceedings of The Second International on Food and Agriculture, Jember.
Burhanuddin, Yusnaini, Khamisah, N., & Kertasari, S. F. (2022). Utilization of E-Commerce and Digital Marketing to Increase Value-added Products for MSMEs and Home Businesses in Kerinjing Village. Sricommerce: Journal of Sriwijaya Community Services, 3(1), 57-64. doi: 10.29259/jscs.v3i1.77
Chen, Z., Ren, X., & Zhang, Z. (2021). Cultural heritage as rural economic development: Batik production amongst China's Miao population. Journal of Rural Studies, 81, 182-193. doi: 10.1016/j.jrurstud.2020.10.024
Febrianti, R. A. M., Pertama, H. A., Wibowo, A. A. P., Irawan, A. P., Hana, F. K., & Darapertiwi, F. H. (2021). Building Competitive Advantage Through Training, Market Orientation And Management Skills (Case Study, Batik Danar Hadi Indonesia). Central Asia and the Caucasus, 23(1), 5191-5201. doi: 10.37178/ca-c.23.1.414
Febrianti, R. A. M., Saudi, M. H. M., Kaniawati, K., & Hermina, N. (2018). Transformation of Digital Marketing in the 4.0 Industry Revolution: A Study on Batik MSMEs. International Journal of Engineering & Technology, 7(4.34), 352-257. doi: 10.14419/ijet.v7i4.34.25779
Istifadhoh, N., Wardah, I., & Stikoma, T. (2022). Pemanfaatan Digital Marketing pada Pelaku Usaha Batik Ecoprint. Aptekmas, 5(2), 147-152. doi: 10.36257/apts.v5i1.3480
Kurniawati, D., & Anggraeni, O. (2020). Sustainability Status of Batik Small and Medium Enterprises (SME) in Jember Regency. Advances in Social Science, Education and Humanities Research, 514, 32-36.
Langan, R., Cowley, S., & Nguyen, C. (2019). The State of Digital Marketing in Academia: An Examination of Marketing Curriculum’s Response to Digital Disruption. Journal of Marketing Education, 41(1), 32-46. doi: 10.1177/0273475318823849
Mudjijah, S., & Hakim, A. (2018). Training of E-Commerce Implementation as Online Media Selling to Group of Batik “Arimbi” Craftsman at Kedungkamal Village, Grabag, Purworejo. ICCD (International Conference on Community Development), 1(1), 552-556.
Muttaqien, F., & Sulistyan, R. B. (2022). Product Branding Training Model for MSMEs in Probolinggo Regency. Innovation Business Management and Accounting Journal, 1(1), 26-31.
Nursalim, A. (2020). Digital Marketing for Acceleration of Indonesian Batik Export in the Global Pandemic of Covid-19. dvances in Social Science, Education and Humanities Research, 519, 262-268.
Roziqin, A., & Fajrina, A. N. (2020). Will Creative Industries Survive in Industrial Revolution 4.0? An Experience from Batik Tulis Lasem, Indonesia. Advances in Social Science, Education and Humanities Research, 549, 252-258.
Rumanti, A. A., Sunaryo, I., Wiratmadja, I. I., & Irianto, D. (2020). Cleaner production through open innovation in Indonesian batik small and medium enterprises (SME). The TQM Journal, ahead-of-print(ahead-of-print). doi: 10.1108/tqm-04-2020-0086
Setiyo, J., Paramita, R. W. D., & Sulistyan, R. B. (2021). Exploration Community Empowerment of Lumajang Typical Batik Enterprises for Culture Preservation. IJEBD (International Journal of Entrepreneurship and Business Development), 4(3), 351-355. doi: 10.29138/ijebd.v4i3.1392
Setiyo, J., & Sulistyan, R. B. (2021). Optimalisasi Pengusaha Batik Khas Lumajang Guna Pelestarian Budaya. Progress Conference, 4(1), 62-67.
Sisca, S., Wijaya, A., Chandra, E., & Simarmata, H. M. P. (2022). Global Marketing Management Training for Batik Craftsmen in Solo. International Journal Of Community Service, 2(1), 101-109. doi: 10.51601/ijcs.v2i1.74
Spradley, J. P. (1997). Metode Etnografi. Yogyakarta: PT Tiara Wacana.
Sugiarto, B., Aliudin, H. S., Maulida, R. B. G., Sadewi, F. A., Haryanto, T., & Sukmasetya, P. (2020). Pemanfaatan Digital Marketing sebagai Media Pemasaran Global untuk Meningkatkan Penjualan Produksi pada Home Industry. Community Empowerment, 5(2), 28-35. doi: 10.31603/ce.v5i2.3514
Sulistyan, R. B. (2017). Website Management Training Tourism Village in Sumber Pakel Padang District Lumajang. International Journal of Society Development and Engagement, 1(1), 120-128. doi: 10.29138/scj.v1i2.587
Sulistyan, R. B. (2020). Lecturer E-learning Training: The Role of Social Exchange Theory. Empowerment Society, 3(2), 50-56. doi: 10.30741/eps.v3i2.589
Tutiasri, R. P., Febriyanti, S. N., Huzain, A. F., & Nugroho, A. S. (2019). Creative Marketing Strategies of Sembung Batik. Advances in Social Science, Education and Humanities Research, 423, 387-396.
Yatminiwati, M., Setyobakti, M. H., Sulistyan, R. B., & Ermawati, E. (2021). Social Entrepreneurship in MSME Development. International Journal of Environmental, Sustainability, and Social Sciences, 2(3), 239-243. doi: 10.38142/ijesss.v2i3.111
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Joko Setiyo, Imam Mukhlis, Fulgentius Danardana Murwani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
