Journal of Business & Economic Policy

Gotong Royong Marketing Formulation to Improve Batik in Kampoengbatik Laweyan
Dra. Hj. Siti Maryam, MM

Abstract
Having 29.267 hectare, Kampoeng Batik Laweyan is one of cluster of batiks in Solo. There are 85 craftsmen in Kampoeng Batik Laweyan. This place is not only function as the central of batik but also a popular tourism destination for batik lovers. The problems of the research are 1) How is the formulation of gotong royong(a kind of mutual cooperation in Indonesia) to improve batik in Kampoeng Batik Laweyan? ; 2) Is there any differences from each concept toward the result? While the objectives of the research are 1) to formulate gotong royong marketing in Kampoeng Batik Laweyan Solo; 2) to find out the differences of each gotong royong concept from the craftsmen in Kampoeng Batik Laweyan. This research uses exploratory approach. It is located in Kampoeng Batik Laweyan. The population of the research is the craftsmen there by using purposive sampling. The sources of data are the craftsmen, statistic data, interview, questionnaires, observation, and documentation. Data analysis derives from secondary data, survey of lived experience, and cochran test. The research finding is that there are six models of gotong royong marketing to improve batik in Kampoeng Batik Laweyan, they are: cooperation in the production of Outlet, using Website, exhibition, labelling, supplying material, and inter cluster of batik cooperation in Solo. From those six models of gotong royong marketing, there are two models which is rejected by the craftsmen, they are: labelling and supplying material. Therefore, there are only four models of gotong royong marketing, they are: cooperation in the production of Outlet, using Website, exhibition, and inter clusters of batik cooperation.

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