Virdes Batik Promotion Strategy Collection In an Effort to Increase Tourist Knowledge of Banyuwangi Batik Article Title

Abstract

Banyuwangi is a district that has great appeal in the tourism sector, besides that it also has diverse potential in the creative industry, one of which is the batik industry. However, this batik industry has not been widely recognized due to intense industry competition and limited promotional media. This study discusses the promotion strategy of Vides Batik Collection which aims to analyze the promotion of this batik industry.This analysis will produce several alternative strategies that can be used to optimize promotions. The method in this study uses the IFE and EFE matrices and analyzes them using SWOT analysis. The decision-making stage uses the method of Analytical Hierarchy Process (AHP) to determine priority strategies according to existing internal and external conditions. The results of the study show that the company's position is in this is II ingrowth and build (grow and develop) with 8 alternative strategies generated by the SWOT analysis which were then selected 5 for decision analysis and produced several priorities including the first, namely development brand image as a conservationist of typical Banyuwangi batik, secondly making attractive batik education tour package promos, then creating a promotional media account by showing the advantages of typical Banyuwangi batik products, then becoming a partner marketplace in Indonesia, and the last to follow developments trend batik but still maintain grip Banyuwangi typical batik.