MARKETING STRATEGI YANG DIGUNAKAN OLEH SUTIRAH SETIABUDI SEBAGAI PENGUSAHA BATIK TULIS GUMELEM BANJARNEGARA

This graduating paper aims to discuss the marketing strategies used by one of the oldest entrepreneur�s businesses of Batik Tulis Gumelem in Gumelem village, district of Susukan, Banjarnegara. This paper describes about the history, development, and potential business of Batik Tulis Gumelem in Banjarnegara. Also, the paper portrays Batik Tulis Gumelem as a local identity. The researcher used the direct observation and interview method to gather up all the information about Batik Tulis Gumelem. For the field study, the researcher observed one of the oldest Batik Tulis Gumelem entrepreneurs from East Gumelem, Sutirah Setiabudi. As for library and internet research, the researcher used few books, journals, and articles to look up more about Banjarnegara, Batik Tulis Gumelem, marketing strategy, and some other additional related information. In conclusion, the marketing strategies used by Sutirah Setiabudi in running the business of Batik Tulis Gumelem �Setia Usaha� has strengths like the brand image, business management, location, product, quality, and profitability. The weaknesses of Sutirah Setiabudi�s business are the price, production, self-deficiency, promotion, and service. The opportunity that can be caught is the reappearance of batik trend after UNESCO patented batik as Indonesia�s original non entity heritage. Besides, batik is now not only produced in the form of clothes only, but also numerous other works. The potency of Gumelem tourism village can also be an opportunity for this business. The possible threats that might happen for Sutirah Setiabudi�s business are the people�s assumption of Batik Tulis Gumelem�s relatively expensive price, the possibilty of the emergence of Batik Tulis Gumelem entrepreneurs which offers cheaper prices, and the widespread of printed batik business which has affordable price and can easily be found in shops