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Abstract:
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Handmade batik of mangrove is a batik that uses natural dyes made from mangrove
waste. The handmade batik business that uses natural dyes from mangrove waste is
one of the Industri Kecil Menengah (IKM) in Brebes District, namely IKM Dewi
Mangrove Sari. This study aims to find out how much income is obtained from the
handmade batik of mangrove business, whether it is profitable and the marketing
strategy used to market the product. This research uses a case study method
conducted by observation. Data analysis was conducted use R/C Ratio analysis and
descriptive analysis. The results showed that the production costs incurred in one
month of production amounted to Rp9.868.197,23 and receipts amounted to
Rp13.500.000,00. The profit obtained amounted to Rp3.631.802,77 with an R/C
Ratio value of 1,368 in one month of production, which means that the handmade
batik business at IKM Dewi Mangrove Sari is profitable. Marketing strategies
carried out using marketing mix marketing strategies, namely product strategies by
highlighting the characteristics of natural dyes from mangrove waste and batik
patterns, pricing strategies with the use of multiple unit-pricing (rebate prices),
place strategies that prioritize strategic locations and easy to access and promotional
strategies that use social media advertising, sales promotions and personal sales. |