Retail Mix Strategy of Batik Producers in Yogyakarta

Noveni M. Malle; Ria Arifianti; Dian Fordian; Abdurrahman Rahim Thaha; Sarah Fadilla; Ari Juliana

doi:10.2991/978-2-38476-505-8_14

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Retail Mix Strategy of Batik Producers in Yogyakarta

Authors

Noveni M. Malle¹^{, *}, Ria Arifianti², Dian Fordian², Abdurrahman Rahim Thaha¹, Sarah Fadilla¹, Ari Juliana¹

¹Universitas Terbuka, South Tangerang, Indonesia

²Universitas Padjajaran, Bandung, Indonesia

^*Corresponding author. Email: noveni@ecampus.ut.ac.id

Corresponding Author

Noveni M. Malle

Available Online 12 December 2025.

DOI: 10.2991/978-2-38476-505-8_14 How to use a DOI?
Keywords: batik producers; mix strategy; retail; Yogyakarta
Abstract: Yogyakarta, as a domestic and international tourist destination, has diverse consumer characteristics. The presence of tourists presents a significant opportunity for batik producers to expand their market share and increase their revenue. This research employed a quantitative approach. This research employed purposive sampling to determine the sample. The data analysis technique used was descriptive analysis assisted by the Weight Means Score (WMS) method. The results of the discussion indicate that the marketing mix strategy employed by Batik producers in Yogyakarta has yielded a good and fairly even performance across all core marketing aspects. Customer service and pricing are the two strongest dimensions, illustrating the producers’ success in building trust, comfort, and a balanced perception of value for the batik products offered. Product diversity has also been effectively managed to cater to diverse market tastes. Meanwhile, aspects of promotion and store design still have potential for further development, particularly in terms of media innovation, visual approaches, and creating a memorable in-store atmosphere. In general, the performance of this marketing mix reflects the adaptive ability of batik producers in responding to market dynamics while maintaining the cultural identity of the product.
Copyright: © 2025 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 7th Open Society Conference 2025 (OSC 2025)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 12 December 2025
ISBN: 978-2-38476-505-8
ISSN: 2352-5398
DOI: 10.2991/978-2-38476-505-8_14 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Noveni M. Malle
AU  - Ria Arifianti
AU  - Dian Fordian
AU  - Abdurrahman Rahim Thaha
AU  - Sarah Fadilla
AU  - Ari Juliana
PY  - 2025
DA  - 2025/12/12
TI  - Retail Mix Strategy of Batik Producers in Yogyakarta
BT  - Proceedings of the 7th Open Society Conference 2025 (OSC 2025)
PB  - Atlantis Press
SP  - 163
EP  - 174
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-505-8_14
DO  - 10.2991/978-2-38476-505-8_14
ID  - Malle2025
ER  -

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