Rebranding of Malangan Batik as a Symbol of Malang’s Cultural Identity through Value Chain Analysis
Malangan Batik is one of the symbol of Malang’s cultural identity. As an identity’s symbol that has been inherited, Malangan batik must be able to compete and reach consumers on a wider scale. However, Malangan batik is in fact not much in demand by consumers, even the younger generation in Malang....
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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EDP Sciences
2023-01-01
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| Series: | E3S Web of Conferences |
| Online Access: | https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02129.pdf |
| _version_ | 1797673563316027392 |
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| author | Hermanto Candra Priskardus Widita Anindya Hilmy Maulida Faishal Shanti Mardhatilah Benny Kusuma Yoseph |
| author_facet | Hermanto Candra Priskardus Widita Anindya Hilmy Maulida Faishal Shanti Mardhatilah Benny Kusuma Yoseph |
| author_sort | Hermanto Candra Priskardus |
| collection | DOAJ |
| description | Malangan Batik is one of the symbol of Malang’s cultural identity. As an identity’s symbol that has been inherited, Malangan batik must be able to compete and reach consumers on a wider scale. However, Malangan batik is in fact not much in demand by consumers, even the younger generation in Malang. Through the analysis of value chain, production, distribution and consumption, Malangan Batik is seen on a wider scale that the lack of interest in Malangan batik is caused by internal and external factors. Malangan batik rebranding is carried out by improving marketing, technology, services, logistics and human resources. This study uses a qualitative method where the research was conducted with in-depth interviews with Malangan batik business as SMEs. The results of this study prove that batik will be an appropriate means of cultural promotion and will reach a wider marketing scope if the distribution and marketing production methods are adjusted to the development of consumer trends in a certain era. Malangan batik business must be able to answer consumer needs without losing the substance of the meaning contained in it. Batik must be able to elaborate new motifs and technologies in accelerating and increasng production. |
| first_indexed | 2024-03-11T21:47:15Z |
| format | Article |
| id | doaj.art-106323d50dd84f728ec3ebb561356247 |
| institution | Directory Open Access Journal |
| issn | 2267-1242 |
| language | English |
| last_indexed | 2024-03-11T21:47:15Z |
| publishDate | 2023-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | E3S Web of Conferences |
| spelling | doaj.art-106323d50dd84f728ec3ebb5613562472023-09-26T10:11:35ZengEDP SciencesE3S Web of Conferences2267-12422023-01-014260212910.1051/e3sconf/202342602129e3sconf_icobar23_02129Rebranding of Malangan Batik as a Symbol of Malang’s Cultural Identity through Value Chain AnalysisHermanto Candra Priskardus0Widita Anindya1Hilmy Maulida Faishal2Shanti Mardhatilah3Benny Kusuma Yoseph4Character Building Development Center, School of Design, Interior Design Departement, Bina Nusantara UniversityPublic Relations Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara UniversityPublic Relations Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara UniversityEntrepreneurship Department. BINUS Business School Undergraduate Program. Bina Nusantara UniversityEntrepreneurship Department. BINUS Business School Undergraduate Program. Bina Nusantara UniversityMalangan Batik is one of the symbol of Malang’s cultural identity. As an identity’s symbol that has been inherited, Malangan batik must be able to compete and reach consumers on a wider scale. However, Malangan batik is in fact not much in demand by consumers, even the younger generation in Malang. Through the analysis of value chain, production, distribution and consumption, Malangan Batik is seen on a wider scale that the lack of interest in Malangan batik is caused by internal and external factors. Malangan batik rebranding is carried out by improving marketing, technology, services, logistics and human resources. This study uses a qualitative method where the research was conducted with in-depth interviews with Malangan batik business as SMEs. The results of this study prove that batik will be an appropriate means of cultural promotion and will reach a wider marketing scope if the distribution and marketing production methods are adjusted to the development of consumer trends in a certain era. Malangan batik business must be able to answer consumer needs without losing the substance of the meaning contained in it. Batik must be able to elaborate new motifs and technologies in accelerating and increasng production.https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02129.pdf |
| spellingShingle | Hermanto Candra Priskardus Widita Anindya Hilmy Maulida Faishal Shanti Mardhatilah Benny Kusuma Yoseph Rebranding of Malangan Batik as a Symbol of Malang’s Cultural Identity through Value Chain Analysis E3S Web of Conferences |
| title | Rebranding of Malangan Batik as a Symbol of Malang’s Cultural Identity through Value Chain Analysis |
| title_full | Rebranding of Malangan Batik as a Symbol of Malang’s Cultural Identity through Value Chain Analysis |
| title_fullStr | Rebranding of Malangan Batik as a Symbol of Malang’s Cultural Identity through Value Chain Analysis |
| title_full_unstemmed | Rebranding of Malangan Batik as a Symbol of Malang’s Cultural Identity through Value Chain Analysis |
| title_short | Rebranding of Malangan Batik as a Symbol of Malang’s Cultural Identity through Value Chain Analysis |
| title_sort | rebranding of malangan batik as a symbol of malang s cultural identity through value chain analysis |
| url | https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02129.pdf |
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