IMPROVING BATIK SELLING POWER IN THE GLOBALIZATION ERA: PRODUCT INNOVATION AND SOCIAL DIGITAL MARKETING
Keywords:
Product innovation, Social digital marketing, Selling power of SMEsAbstract
In the current era of globalization, the impact of culture that enters Indonesia is increasing. As one of the traditional arts and able to compete in the global market, the batik industry needs to innovate, both in the process and in its products. Since ancient times the existence of batik is influenced by the blend of cultures between regions, social situations and outside influences. Some organizations that do not carry out innovation and integrated digital marketing will be far behind by their competitors, so that batik products themselves are difficult to penetrate the market. This study aims to examine the factors that can affect the selling power of batik, especially Papuan batik, where this research is expected to be a strategic choice in order to remain competitive in the global market. This study uses an explanatory method approach, where the position of each variable explains the causal relationship. The sample in this study was selected as many as 110 SMEs. The results of the descriptive analysis showed that the responses to each variable and question were in the good category. Based on the results of the coefficient of determination adjusted R square test results obtained a value of 80.5%. This shows that the two independent variables, namely product innovation and social digital marketing, have a strong influence in influencing the selling power of a product. Therefore, this study has proven that these two variables can be used as one of the strategies used in entering the global market in order to obtain a competitive advantage. The limitation of this research is that the respondents are only limited to certain industries, namely the Papuan batik industry. It is hoped that further research can be carried out with a different scope and with a larger sample and also use other variables that may affect the selling power of a product.
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