WARDHANI, MARIA IMACULATA PRAMUDYA (2023) A RESEARCH ON SEMARANGAN BATIK MARKETING STRATEGIES IN KAMPUNG BATIK DURING THE PANDEMIC ERA. Other thesis, Universitas Katholik Soegijapranata Semarang.

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Abstract

Marketing strategy is important because strategy is the main key to the success of a business. This study tried to find out the marketing strategies applied by Semarangan Batik sellers in Kampung Batik during the pandemic era. The researcher used the qualitative method to collect data by conducting interviews with Semarangan Batik sellers in Kampung Batik as research subjects. The results of the interviews are that generally, the sellers implemented an integrated marketing strategy and relationship marketing strategy by conducting online marketing efforts, giving a price reduction/discounts/free shipping, selling goods according to market needs, and maintaining relationships with buyers. During the pandemic, internal and performance marketing strategies were not implemented

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