CHAPTER 1 INTRODUCTION

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Edwin Conley
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1 CHAPTER 1 INTRODUCTION 1.1 Background of Choosing the Topic Banjarnegara is a district in Central Java Province, Indonesia. The city is a small town that borders with Pekalongan and Batang in the north, Wonosobo district in the east, Kebumen in the south, Banyumas and Purbalingga in the west. This city, which is well-known for its watchword proclaimed as "Banjarnegara Gilar Gilar," is becoming one of renowned tourist attractions and tourist destinations both locally and internationally these days. Banjarnegara becomes a cultural city for its unique cultures. Those unique cultures are the reason of Banjarnegara is becoming fascinating tourist attraction. People possess various choices when they are travelling to Banjarnegara. Banjarnegara region provides many tourist attractions both natural attractions and cultural tourism. Some tourist attractions that are very popular in Banjarnegara are natural tourism, culinary tourism, and cultural tourism. The manifestation of this city s cultural heritage can be seen in the presence of batik tulis produced in Gumelem, Susukan, Banjarnegara. Batik is a genuine Indonesian cultural heritage that has been recognized in the international world. According to a researcher, Yudoseputro, Batik is written images on the fabric to the media at the same time using the wax as cover batik cloth (98). In addition, an art expert, Widodo, argued, The art of batik is the result of the Indonesian culture of high value. 1

2 That is why it needs to be righteously improved and developed (1). Indonesian batik has different motifs and colours which is scattered in various regions in Indonesia of which each has its own uniqueness. Despite having diverse motifs, batik basically applies the same techniques and manufacturing process. Batik is a craft that has high artistic value and has become part of Indonesian culture since long-time ago and its major spreads are mostly in Java, particularly in Yogyakarta, Solo, Pekalongan, and Banyumas. The business opportunity of batik is still wide open. A large and diverse market of customers in this business is still having promising financial benefits. Moreover, now batik is not the consumption of the old people only, but young people have already been familiar with the models and types of batik cloth. Batik now is not only in the form of clothes, but it can also be created into numerous other works, such as: accessories, boots, sandals, household appliances, and others. Those stuffs are definitely using batik as their main material. Even, batik can be modified nowadays with other materials besides batik itself, or by using techniques such as patchwork. So, it is believed that batik is no longer defined as something ancient, but it still has a potential market and could still continue to be developed. The creative ideas of batik business are still growing. Batik now is not only found in batik centers as in some cities in Indonesia, such as Cirebon, Pekalongan, Solo, and others, but it can also be found in other areas, even in a small city like Banjarnegara, Central Java. Besides Dawet Ayu, Banjarnegara also has something distinct to offer in the form of traditional batik which is produced in Gumelem, Susukan. The name of Batik Tulis Gumelem is derived from the name of a village named Gumelem where a lot of entrepreneurs of this batik are from 2

3 and the word Tulis means hand-written in English which explains the technique used to make this kind of batik. Since the existence of those entrepreneurs in Gumelem village, the writer would like to know further the marketing strategies used by one of the oldest Batik Tulis Gumelem entrepreneurs, Sutirah Setiabudi in running the business of Batik Tulis Gumelem Setia Usaha. According to Baker, Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage (3). It means that every business or organization should have a marketing strategy and use its abilities and opportunities to reach its goals. The writer, furthermore, is interested to write about Batik Tulis Gumelem as it still has a great potential market to compete with batik from other regions in national scale. Batik Tulis Gumelem also still holds the grip to its authenticity from its ancestral legacy which is sold in the form of written batik only eventhough most of batik businesses currently have already provided stamped and printed batik which makes Batik Tulis Gumelem unique and deserves to be discussed. To analyze Sutirah Setiabudi s business, the writer uses SWOT Analysis and some marketing elements (the products, promotion, and distribution) as it is a useful tool to understand a business better which provides helpful information in matching a business resources and capabilities to the competitive environment in which it operates and is therefore an important contribution to marketing strategy. Therefore, in this research, the writer tries to reveal parts of marketing strategies applied by Sutirah Setiabudi. 3

4 1.2 Objective of the Research This graduating paper aims to: 1. describe clearly about Batik Tulis Gumelem Banjarnegara as a local identity. 2. analyze the marketing strategies used by the oldest Batik Tulis Gumelem entrepreneur, Sutirah Setiabudi in running her business. 1.3 Scope of the Study This paper observes Batik Tulis Gumelem Banjarnegara nowadays. This paper focuses on the business of Batik Tulis Gumelem Setia Usaha run by Sutirah Setiabudi and analyzes the marketing strategies used there. This paper also studies the development of Batik Tulis Gumelem Banjarnegara and its making process. 1.4 Methods of Collecting Data methods: To get information about Batik Tulis Gumelem Banjarnegara, the writer uses some a. Library research by using the related books, journals, and brochures, which is either in form of digital or printed files. The writer uses the data to look further information about Batik Tulis Gumelem Banjarnegara and marketing strategy. b. Internet research as a data basis to crosscheck and complement in writing this paper. The writer also uses the data from the internet research to gain information about Banjarnegara, Batik Tulis Gumelem, and marketing strategy. 4

5 c. Direct observation by coming to the field, to analyze the business of one of the oldest Batik Tulis Gumelem entrepreneurs there. d. Interview the informants, such as the entrepreneur of Batik Tulis Gumelem, and Batik Tulis Gumelem artists. e. Documentation from the fields while the writer is doing some observation and some needed pictures from the internet. 1.5 Presentation This paper is systematically written as the result of the research in four chapters. The chapters are: a. Chapter I as an introduction which consists of background of choosing the topic, objectives, scope of the study, methods of collecting data, and presentation. b. Chapter II consists of background information which comprises the description of Banjarnegara and Batik Tulis Gumelem, the brief history, development, and making process of Batik Tulis Gumelem. This chapter also explains the profile of the oldest Batik Tulis Gumelem entrepreneur, Sutirah Setiabudi. c. Chapter III discusses about the marketing strategies used by Sutirah Setiabudi as an entrepreneur of Batik Tulis Gumelem Banjarnegara. d. Chapter IV contains the conclusion of the whole research study. 5

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