ANALISIS STRATEGI PROMOTIONAL MIX PADA SIGUN BATIK LUKIS PONOROGO

This thesis aims to analyze the promotional mix strategy implemented by
Sigun Batik Lukis Ponorogo in enhancing its market appeal. Sigun Batik Lukis is a
small and medium enterprise (SME) based in Ponorogo that produces batik through
a contemporary hand-painted technique, emphasizing its uniqueness with the “one
design one product” concept. The study applies a descriptive qualitative method,
with data collected through observation, in-depth interviews, and documentation.
The theoretical framework used is the 11P marketing mix theory by Kotler(2000),
which includes product, price, promotion, place, people, public relation, physical
evidence, power, pressure, performance, and process. The findings indicate that
Sigun Batik Lukis excels in product uniqueness, active participation in exhibitions
and educational training, and a personalized approach to both production and
promotion. However, the utilization of digital platforms for marketing and sales
remains suboptimal. The pricing strategy reflects the artistic and exclusive value of
the products. Emphasizing cultural value and innovation, Sigun Batik Lukis
successfully attracts diverse market segments, despite challenges such as limited
skilled labor and pricing pressures from digital marketplaces. The study
recommends strengthening digital branding and developing human resources as
strategic efforts to increase competitiveness in the modern creative industry
landscape.

Keywords: Strategy, promotional mix, 11P, UMKM, Sigun Batik Lukis