Conservatism In Batik Micro Business Strategies in the New Media Era

Abstract

Batik can no longer be considered static; it must be seen as a dynamic tradition that can be communicated and developed. It is therefore necessary to develop a new awareness, wherein the preservation of batik traditions is undertaken by popularizing the textile using innovative products, technologies, and marketing approaches. This study seeks to address shortcomings in previous research by highlighting the conservatism in the strategies used by batik microbusinesses. This research employed a qualitative design, with primary data collected through observation and interviews with the owners of batik microbusinesses. We conducted content analysis of relevant secondary data to support this study's arguments. This study finds that conservative business practices are employed by batik microbusinesses due to efforts to maintain local values and delays in integrating new technologies (particularly the new media). Likewise, innovations in products, production methods, and marketing approaches have been limited. This study is limited by its focus on batik microbusinesses. Future studies should seek a broader understanding.