ANALISIS IMPLEMENTASI KONSEP PROMOSI BATIK CIPRAT KELOMPOK DISABILITAS KARANGPATIHAN DI KABUPATEN PONOROGO

This thesis aims to analyze the promotional concept implemented by Batik Ciprat, a Karangpatihan Disability Group in Ponorogo, to increase its appeal and market reach. Batik Ciprat Karangpatihan is a MSME that produces batik using the ciprat technique, where the production process involves people with disabilities as a form of social empowerment. The main uniqueness of Batik Ciprat Karangpatihan lies in its unique abstract motifs and the social values inherent in each production process. The method used is descriptive qualitative, with data collection through observation, in-depth interviews, and documentation. The theory used in this study is Kotler's (2000). The results show that Batik Ciprat Karangpatihan has implemented all elements of the 11P marketing mix. The main advantage lies in the unique differentiation of the splash- shaped batik products and the active involvement of people with disabilities in the production process, which adds value to the promotional strategy. Furthermore, support from the village government and participation in exhibitions and direct promotional activities contribute to the positive image of this business. However, a weakness lies in its digital promotion aspect, where the use of social media is still limited and has not been managed optimally and sustainably. This study recommends strengthening its digital promotion strategy and developing a more structured promotional plan as strategic steps to increase Batik Ciprat Karangpatihan's competitiveness in the modern creative industry era.

Keywords: Promotion Concept, Marketing Mix 11P, Batik Ciprat, MSMEs, Empowerment of the Disabled