PROPOSED PROMOTIONAL STRATEGY FOR RUMAH BATIK KOMAR EDU-WISATA PROGRAM (WORKSHOP)

• Main Author: RIZAL - 29116363, ABDUL
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24904
• Institution: Institut Teknologi Bandung

Rumah Komar Batik is one of the batik producers who have long been involved in the Indonesian batik fashion industry and Rumah Batik Komar is based in Bandung. Rumah Batik Komar was founded in 1998 by Dr. Komarudin Kudiya, M.Ds and his wife, Hj. Nuryanti Widya in Bandung. RumahBatikKomarface challenges in running the Eduwisata program (batik making workshop / training). It has been almost a few years for the batik training program to run but Rumah Batik Komar faces almost the same problem, namely the number of visitors who are erratic and only high at certain times such as at the end of the year in October 2016 and November 2017. Furthermore, from these problems a solution must be sought and to solve the problem faced by Rumah Batik Komar, it is necessary to analyze the current business situation using external and internal analysis. From the external and internal analysis, it was found that many threats that would threaten the Rumah Batik Komar and there were also opportunities that could be used to compete in the batik industry. It also found that Rumah Batik Komar had strengths and weaknesses to compete in the batik industry. After identifying strengths, weaknesses, opportunities and threats, the author identifies the root causes underlying why the number of visitors/Edu-Wisata participants (workshop/batik training) is uncertain and only high at certain times. Based on the results of the analysis, it can be concluded that there are 3 factors that influence the level or number of visitors to the uncertain Edu-Wisata program. First is the low awareness of people about the Edu-Wisata program, the second is the lack of marketing and promotion programs conducted by the RBK, and the third is the lack of attractive websites and bad media owned by RBK. Of the three factors, the authors propose the first is to rebuild the website and social media that have been owned by RBK, made to be more interesting and more informative than before. Second, increase awareness through expanding online marketing channels, social media, and search engine optimization. And the third is for a collaborative program with celebrities to educate people about the culture of batik and to promote the Edu-Wisata (workshop) program owned by the RBK.