Bellanov, Agrienta and Nurhayati, Lilis (2026) Perancangan Strategi Digital Marketing untuk Meningkatkan Konsumen pada Home Industry Batik Nurari. Science Tech: Jurnal Ilmu Pengetahuan dan Teknologi, 12 (1). pp. 15-30. ISSN p: 2460-6286 | Online: 2579-3624
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Abstract
The batik industry is a creative sector that contributes significantly to Indonesia’s
economy through job creation and cultural preservation. Home Industry Batik Nurari,
established in 2000 in Sidoarjo, produces various batik products, including hand
drawn batik fabrics, batik dresses, and uniforms. In response to digital transformation,
Batik Nurari has utilized online marketplaces such as Shopee and Tokopedia since
2018. However, its online sales performance remains relatively low compared to
similar competitors, mainly due to limited account activity, underutilization of
marketplace features, and the absence of a structured digital marketing strategy. This
study aims to design a systematic digital marketing strategy for a batik home industry
with passive marketplace performance using the SOSTAC framework supported by
quantitative SWOT analysis. The scientific contribution of this research lies in the
contextual application of the SOSTAC model to a small-scale batik home industry with
limited digital resources, a context that has received limited attention in previous
studies. The results indicate that internal factors (strengths and weaknesses) achieve a
total score of 3.30, while external factors (opportunities and threats) obtain a higher
score of 3.80, demonstrating the dominant influence of external conditions on business
performance. These findings suggest that digital marketing strategies should prioritize
leveraging external market opportunities to enhance competitiveness and business
sustainability.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Batik, SOSTAC, Strategy, Digital Marketing. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > T Technology (General) |
| Divisions: | Fakultas Teknik > Prodi Teknik Industri |
| Depositing User: | Lilis Nurhayati |
| Date Deposited: | 25 Feb 2026 08:27 |
| Last Modified: | 25 Feb 2026 08:27 |
| URI: | https://repositori.ukdc.ac.id/id/eprint/2562 |
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