Branding Topics Concerned for Micro, Small, and Medium Enterprises (MSMEs) Hand-Drawn Batik Entrepreneurs

(Case Study in Jetis Batik Village, Sidoarjo Regency, East Java Province, Indonesia)

DOI

10.2991/978-94-6239-717-0_9How to use a DOI?

Keywords

Branding Strategies; Interviews; Hidden Thematic Structure; Topic Modeling

Abstract

Micro, Small, Medium Enterprises (MSMEs) should have special attention, because MSMEs are becoming one of the economic pillar that play prominent role in current economic expansion in Indonesia. This study aims to investigate the topics concerned by hand-drawn Batik entrepreneurs, according a case study at one Jetis Batik Village entrepreneur that categorized as Micro, Small, Medium Enterprises (MSMEs) in Indonesia. This research used interview as the data to be processed by Topic Modeling. The data went through preprocessing system, such as audio data to text data transformation, unformal text to more formal text transformation, stopwords removal. The final step is using Nocodefunction application to do the Topic Modeling Processing to produce 9 (nine) topics, which were the way consumer buying, time processing, price, brand management, batik entrepreneur community, batik making process, family business, target consumers, marketing method. There were also some recommendations given to face and to handle the highlighted topics, and most of them were the Indonesian government intervention in funding, making the regulation process easier, and educating the batik entrepreneurs. The idea of future research was continuing with the Micro, Small, and Medium Enterprises (MSMEs) consumer point of view, then being combined by the MSME’s point of view to enrich the data and searching from the recommended strategies to bridge the gaps.

Copyright

© 2026 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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TY  - CONF
AU  - Christina Christina
AU  - I Ketut Gunarta
AU  - Bambang Syairudin
PY  - 2026
DA  - 2026/06/25
TI  - Branding Topics Concerned for Micro, Small, and Medium Enterprises (MSMEs) Hand-Drawn Batik Entrepreneurs
BT  - Proceedings of the 19th International Conference on Quality in Research (QiR 2025)
PB  - Atlantis Press
SP  - 111
EP  - 120
SN  - 2352-5401
UR  - https://doi.org/10.2991/978-94-6239-717-0_9
DO  - 10.2991/978-94-6239-717-0_9
ID  - Christina2026
ER  -