JURNAL TATA KELOLA SENI
Strategi Pemasaran 7P Inovasi Batik Cap Kertas Daur Ulang untuk Pemberdayaan Disabilitas
Abstract
Artikel ini bertujuan untuk menganalisis penerapan bauran pemasaran 7P (product, price, place, promotion, people, process, physical evidence) pada inovasi batik cap berbahan limbah kertas bertema heroic spirit Pangeran Diponegoro untuk pemberdayaan penyandang disabilitas di Sedayu, Bantul, Yogyakarta. Inovasi ini menggabungkan nilai seni, budaya dan keberlanjutan lingkungan dalam proses serta strategi pemasaran produk batik. Penelitian ini menggunakan pendekatan kualitatif deskriptif melalui observasi, wawancara, dan dokumentasi terhadap kelompok masyarakat Sanggar Pinilih Sedayu Sejahtera. Hasil penelitian menunjukkan bahwa penerapan bauran 7P berperan penting dalam meningkatkan nilai jual dan citra produk batik, memperluas jaringan pasar, serta memperkuat kemandirian ekonomi kelompok disabilitas. Inovasi ini tidak hanya menghasilkan nilai estetika karya seni dan budaya yang tinggi, tetapi juga menjadi model pengembangan seni inklusif dan berkelanjutan berbasis masyarakat.
Marketing Strategy of the 7P for Recycled Paper–Stamped Batik Innovation to Empower Persons with Disabilities
ABSTRACT
This article aims to analyze the implementation of the 7P marketing mix (product, price, place, promotion, people, process, physical evidence) in the innovation of batik cap made from paper waste with the theme of Prince Diponegoro's heroic spirit for the empowerment of people with disabilities in Sedayu, Bantul, Yogyakarta. This innovation combines the values of art, culture, and environmental sustainability in the process and marketing strategy of batik products. This study uses a descriptive qualitative approach through observation, interviews, and documentation of the Sanggar Pinilih Sedayu Sejahtera community group. The results of the study show that the application of the 7P mix plays an important role in increasing the selling value and image of batik products, expanding market networks, and strengthening the economic independence of disabled groups. This innovation not only produces high aesthetic value in art and culture but also serves as a model for inclusive and sustainable community-based art development.
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DOI: https://doi.org/10.24821/jtks.v11i2.17656
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