Analisis dan Perumusan Strategi Pemasaran pada UKM Batik Jawa Anggun Pekalongan Menggunakan Analisis Swot dan Ahp

Batik is the work of art and culture of the people Indonesia admired in the world and its existence should be preserved and widely cultivated with maximum, and batik industry which was a hereditary from generation to generation, but not yet fully been handled with professionalism because that development of batik industry relatively growth so slow. In connection with the case, the batik industries is interesting to be further explored. Batik Jawa Anggun have 2 site plan, both of them located in the center of the industry kampoeng wiradesa batik, pekalongan. Batik Jawa Anggung has unique characteristics that make them different from other batik, Batik motive “Hokokay” and “Antique Netherlands”. Because they have a motive that typical , many consumers who interested with their motive .In 2012 Batik Jawa Anggun has experienced declining sales , this can be caused by the ineffective marketing strategies this time .This research aims to be formulating marketing strategies in accordance with the condition of external factors and internal of Batik Jawa Anggun. Analysis of the internal and external environment can become the main reference to renovate marketing strategies.Analysis of the external and internal is combined with SWOT Analysis and the determination of priority strategy based on an SWOT Analysis with AHP . From the result of research Batik Jawa Anggun can make a strategy development product, this is can be done by increasing the quality of product and makes some new batik motive