DOI : https://doi.org/10.62527/ijasce.6.2.209

Development of Media Branding on Batik Products for MSME Actors in Kulon Progo Regency

Hanifah Nur Istanti (1), Nur Kholifah (2), Gina Eka Putri (3), Triyanto (4), Noor Fitrihana (5)
(1) Fashion Department, Universitas Negeri Yogyakarta, Depok, Sleman, Yogyakarta, 55281, Indonesia
(2) Fashion Department, Universitas Negeri Yogyakarta, Depok, Sleman, Yogyakarta, 55281, Indonesia
(3) Fashion Department, Universitas Negeri Yogyakarta, Depok, Sleman, Yogyakarta, 55281, Indonesia
(4) Fashion Department, Universitas Negeri Yogyakarta, Depok, Sleman, Yogyakarta, 55281, Indonesia
(5) Department of Fashion Education, Universitas Negeri Yogyakarta, Depok, Sleman, Yogyakarta, 55281, Indonesia
Fulltext View | Download
How to cite (IJASEIT) :
Istanti, H. N., Kholifah, N., Putri, G. E., Triyanto, & Fitrihana, N. (2024). Development of Media Branding on Batik Products for MSME Actors in Kulon Progo Regency. International Journal of Advanced Science Computing and Engineering, 6(2), 84–90. https://doi.org/10.62527/ijasce.6.2.209
Citation Format :

Batik product marketing techniques are essential to the sustainability of an MSME in Kulon Progo. Various media can be used as a means of marketing. Based on previous research in 2021, the branding media used in the category is quite good, so there is a need to improve and develop the branding media used. This research aims to: (1) design the development of Sembung Batik branding media through an account on Shopee; and (2) Test the feasibility of developing Sembung Batik branding media through an account on Shopee. The research was carried out at Batik Sembung Kulon Progo. This type of research is development research using a 4D model and a quantitative descriptive approach. 4D Design comprises the definition, design, development, and dissemination stages. Three expert lecturers carried out the feasibility test. This research is to: (1). design the development of Sembung Batik branding media through an account on Shopee, which consists of four stages: the definition stage, the design stage, the development stage, and the disseminated stage, which is carried out 3 Shopee live times; and (2). the feasibility level of developing Sembung Batik branding media through an account on Shopee is very suitable for use based on the opinions of 3 experts. Based on this research, the development of branding media using live streaming can be implemented for other branding media so that it can have an impact on MSME branding.

P. Kotler and K. Keller, Marketing Management, vol. 12, Prentice Hall: Upper Saddle River, 2006.

Q. Huang, O. Dastane, T.-H. Cham and J.-H. Cheah, "Is ‘she’ more impulsive (to pleasure) than ‘him’ during livestream e-commerce shopping?," Journal of Retailing and Consumer Services, vol. 78, no. 2024, pp. 1-19, 2024.

Triyanto, N. Kholifah, H. N. Istanti and M. N. Kirana, "Digital Marketing Assistance for Sembung Batik SMEs during the COVID-19 Pandemic," International Journal For Innovative Engineering and Management Research, vol. 11, no. 11, pp. 105-109, 2022.

M. Webster, "Media," [Online]. Available: https://www.merriam-webster.com/dictionary/media. [Accessed 4 Maret 2022].

D. Indriana, Ragam Alat bantu Pengajaran, Yogyakarta: Diva Press, 2011.

A. S. Sadiman, Media Pendidikan: Pengertian, Pengembangan, dan Pemanfaatannya, Jakarta: PT. Raja Grafindo Persada, 2007.

P. Kotler, Marketing Management, 12 ed., Jakarta: Erlangga, 2009.

C. Bryan, I. N. Sudika and H. Aryono, "Perancangan Branding Perusahaan 7coffeday," Jurnal Desain Komunikasi Visual Adiwarna, 2017.

R. Landa, Designing Brand Experiences: Creating Powerful Integrated Brand Solutions, United States of America: Thomson Delmar Learning, 2006.

M. Neumier, The Brand Gap, New York: New Riders Publishing, 2003.

S. Anholt, Brand New Justice. The Upside of Global Branding, London: Butterworth-Heinemann, 2003.

G. Elliot, S. Rundler-Thiele and D. Waller, Marketing, Amerika: John Wiley & Sons, Inc., 2022.

T. Daryl, Emotional Branding, How Successful Brand Gain The Irrational Edge, 1 ed., United States of America: Prima Venture, 2000.

D. Aaker, Managing Brand Equity: Capitalizing on The Valueof a Brand Name, New York: The Free Press, 1991.

S. Anholt, Competitive Identity. The New Brand Management for Nations, Cities and Regions, Macmillan: Palgrave Macmillan, 2007.

D. Rahmadiva, "Identity Branding for Islamic University in IR 4.0 Era," Advances in Social Science, Education, and Humanities Research, vol. 339, pp. 195-200, 2019.

W. Alina, Designing Brand Identity, Canada: Hoboken, 2009.

J. E. Kennedy and R. D. Soemanagara, Marketing Communication Tactics & Strategies, Jakarta: PT. Buana Ilmu Populer (Gramedia Grup), 2006.

S. M. Chan-Olmsted, "Media Branding in Changing World: Challenges and Opportunities 2.0.," International Journal on Media Management, vol. 13, pp. 3-19, 2012.

P. Thangavel and B. Chandra, "Two Decades of M-Commerce Consumer Research: A Bibliometric Analysis Using R Biblioshiny," Sustainability, vol. 15, no. 15, p. 32, 2023.

Y. Zhao and F. Bacao, "How does gender moderate customer intention of shopping via live-streaming apps during the COVID-19 pandemic lockdown period?," International Journal of Environmental Research and Public Health, vol. 18, no. 24, 2021.

B. Zhang, J. Li, Y. Feng and D. Liu, "Factors Analysis of Consumers’ Purchasing Intention Under the Background of Live E-commerce Shopping," Journal of Internet Technology, vol. 24, no. 3, pp. 809 - 815, 2023.

J. Fu and C.-W. Hsu, "Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value," Industrial Management & Data Systems, vol. 123, no. 7, pp. 1861-1886, 2023.

H. O. Zaki, D. Fernandez, O. Dastane, A. Aman and S. Sanusi, "Virtual reality in digital marketing: research agenda based on bibliometric reflection," Marketing Intelligence & Planning, vol. 41, no. 4, pp. 505-524, 2023.

X.-J. Lim, J.-H. Cheah, D. S. Waller, H. Ting and S. I. Ng, "What s-commerce implies? Repurchase intention and its antecedents," Marketing Intelligence & Planning, vol. 38, no. 6, pp. 760-776, 2020.

C.-W. (. Ki, A. Chenn, S. M. Chong and E. Cho, "Is livestream shopping conceptually New? a comparative literature review of livestream shopping and TV home shopping research," Journal of Business Research, vol. 174, no. 2024, pp. 1-19, 2024.

"The mediating role of gender in social media shopping acceptance: from the WOM perspective," Heliyon, vol. 8, no. 2022, pp. 1-11, 2022.

X. Xu, J.-H. Wu and Q. Li, "What drives consumer shopping behavior in live streaming commerce?," Journal of Electronic Commerce Research, vol. 21, no. 3, pp. 144-167, 2020.

I.-T. Shih, A. D. K. Silalahi and I. J. Eunike, "Engaging audiences in real-time: The nexus of socio-technical systems and trust transfer in live streaming e-commerce," Computers in Human Behavior Reports, vol. 13, no. Maret 2024, pp. 1-10, 2024.

Triyanto, N. Kholifah, H. N. Istanti, S. Handayani, G. E. Putri, A. T. W. Hastuti and V. Frisilia, "Penerimaan Media Branding Produk Batik di UMKM Kabupaten Kulon Progo," in Seminar Nasional PTBB, Yogyakarta, 2021.

Peraturan Pemerintah, Undang-Undang RI Nomor 20 Tahun 2008 tentang Usaha Mikro, Usaha Kecil, dan Menengah, 2008.

J. Stanley, "Pengembangan Konsep Branding dan Media Sosial untuk Bisnis Korlena’s Cake," 2020. [Online]. Available: https://ojs.uph.edu/index.php/KOMA-DKV/article/view/4704/pdf. [Accessed 4 Maret 2022].

B. Suryadharma and T. D. Susanto, "Faktor Penerimaan Media Sosial Instansi Pemerintah di Indonesia," Journal of Technology, vol. 2, no. 2, pp. 1-10, 2017.

M. Webster, "Media," [Online]. Available: https://www.merriam-webster.com/dictionary/media. [Accessed 4 Maret 2022].

B. Zhang, J. Li, Y. Feng and D. Liu, "Factors Analysis Of Consumers' Purchasing Intention Under The Background Of Live E-Commerce Shopping," The Journal of Internet Technology (JIT), vol. 24, no. 3, pp. 809-815, 2023.