MARKETING STRATEGY FOR TORAJABATIK

Abstract

Batik is an illustrated cloth that is made specifically by writing or placing waxonthecloth, which is then processed through a certain process as the work of the Indonesianpeople which is a blend of art and technology by the ancestors of the Indonesiannation. Currently, batik cloth has been developed in modern industrial production processesusing industrial production machines. Batik motive are patterns that are shaped in such a way that they produce a varietyofshapes with patterns that form the framework for batik in the formof a combinationoflines and shapes into a unity that embodies batik as a whole. Indonesia has several batikmotifs related to local culture. Toraja has distinctive woven fabrics and wood carvingswith high artistic and cultural values with various motive. Toraja weaving is widely used in traditional toraja clothing and toraja carvings arewidely used in traditional torajan houses, rice granaries, etc. In its development, torajaweaving and carving motive are also specially designed so that they become variousmotive of toraja batik fabric, both following the original motif design andbeingdeveloped with designs through new creativity while still following the original motivedesign pattern. Toraja Batik motive are motive that enrich Indonesian batik motiveandwith a variety of patterns that can be liked by many people. Of course, this isanopportunity in marketing Toraja Batik not only among Toraja people but alsoforeveryone both in Indonesia and abroad so that it will further increase the influenceofthe Toraja Batik brand. In reviewing the marketing strategy of Toraja Batik by paying attention to the factorsof Toraja Batik motive, the influence of Toraja Culture on Toraja batik, and the Torajabatikta brand so that a solution is obtained from the MARKETING STRATEGYFORTORAJA BATIK, which is mainly on the Toraja Batikta Brand which is equippedwiththe Katokkon Brand and the Parirak Brand. In reviewing, it is hoped that solutions can be found fromthe assessment ofMARKETING STRATEGY FOR TORAJA BATIK so that consumers purchaseandrepurchase and use Toraja batik, which can increase the profits of Toraja batikmarketing as well as more creative marketing strategies to increase efficiency, xeffectiveness, quality, competitive prices, product promotion and distribution, productivity and profitability of Toraja batik