Entrepreneurial Marketing And Product Innovation In Improving Business Performance: A Case Study On Batik Trusmi Cirebon

Abstract

Batik Trusmi Cirebon is one of the famous batik in Indonesia, whereas the batik industry can be a driving force for the national economy. To date, the development of the Batik Trusmi Cirebon industry has faced various problems, including the difficulty of obtaining raw fabric materials, batik equipment, and the lack of regeneration of batik artisans, resulting in lack of innovation in batik designs and motifs. This is a qualitative research with a case study approach. Data collection methods used by researchers to obtain primary data include interviews, observation and documentation. The type of interview conducted by the researcher is a semi structured interview. The basis of consideration for the selection of semi-structured interviews is because the implementation is more flexible than structured interviews so that there will be intimacy between the researcher and the respondents who will eventually make it easier for researchers to collect data. In this study, the researchers conducted interviews with 4 Batik Trusmi micro small and medium enterprises (MSME) entrepreneurs, to explore information related to entrepreneurial marketing that has been carried out and what innovations has been made to improve business performance. The results of this study indicate that entrepreneurial marketing and product innovation are needed to improve business performance.