Strategi Peningkatan Daya Saing Usaha Santi Batik di Betungan Kota Bengkulu melalui Inovasi Produk dan Penguatan Pemasaran

Nurrahma Hidaya; Reva Agustia; Eta Arisa; Al-Yesi Fitri Rahayu; Uswatun Hasanah

doi:10.55606/jimek.v6i2.11814

Authors

Nurrahma Hidaya Universitas Islam Negri Fatmawati Sukarno Bengkulu
Reva Agustia Universitas Islam Negri Fatmawati Sukarno Bengkulu
Eta Arisa Universitas Islam Negri Fatmawati Sukarno Bengkulu
Al-Yesi Fitri Rahayu Universitas Islam Negri Fatmawati Sukarno Bengkulu
Uswatun Hasanah Universitas Islam Negri Fatmawati Sukarno Bengkulu

DOI:

https://doi.org/10.55606/jimek.v6i2.11814

Keywords:

Batik Besurek, Business Empowerment, Community Service, Digital Marketing, MSME Mentoring

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting regional economic development, particularly in culture-based creative industries. Santi Batik Betungan in Bengkulu City is one of the MSMEs that develops Batik Besurek as a regional flagship product with both cultural and economic value. However, the business faces several challenges, particularly in product promotion, digital marketing, and the utilization of supporting technologies. This community service activity aimed to strengthen business capacity through a mentoring program focusing on product promotion, digital marketing, education on the use of digital payment systems (QRIS), and the socialization of Batik Besurek to the community. The activities were carried out through observation, interviews, mentoring, educational sessions, and documentation. The results indicate that the mentoring program successfully improved business visibility, expanded product promotion through digital media, and enhanced the partner’s understanding of business management and the utilization of technology in business operations. In addition, the socialization of Batik Besurek contributed to the preservation of local culture and increased public awareness of Bengkulu’s traditional batik products. This activity demonstrates that collaboration between universities and MSMEs can serve as an effective form of community empowerment in supporting business development, preserving local culture, and enhancing the competitiveness of MSMEs in a sustainable manner.

References

Ardissa, A. U., et al. (2025). Strategi penguatan daya saing UMKM konveksi melalui analisis SWOT dan digitalisasi pemasaran: Studi kasus pada Konveksi D’Stiny Tigaraksa. Niswantara: Jurnal Pengabdian Kepada Masyarakat, 2(1), 10–15. https://doi.org/10.70508/jydft389

Daya, P., et al. (2025). Peningkatan daya saing womenpreneur batik melalui inovasi, ekspor, dan pemasaran digital UMKM Gerai Kembang Setaman Pekanbaru. ABDIMAS EKODIKSOSIORA: Jurnal Pengabdian Kepada Masyarakat Ekonomi, Pendidikan, dan Sosial Humaniora, 5(1), 120–124. https://ejurnal.umri.ac.id/index.php/ABDIMASSOSIORA/article/view/10002

De La Serna, V., & Centelles, F. (2023). Galicia. In The Oxford companion to wine (5th ed., pp. 308–309). https://doi.org/10.2307/j.ctv6gqvd9.23

Diah, E. (2019). Pengaruh kualitas produk, inovasi produk dan promosi terhadap pembelian produk Bandung. JIIP: Jurnal Ilmiah Ilmu Pendidikan, 7(1), 18–32. https://doi.org/10.20527/jwm.v7i1.173

Erawati, T., Setyawan, D., & Cahyono, N. H. (2025). Digital pemasaran dan inovasi desain sebagai faktor yang menentukan daya saing UMKM Batik Kulon Progo. Journal of Community Service and Empowerment, 6(2), 139–146.

Fitri, R., Wahyuni, E. S., & Sumarni, Y. (2024). Analysis of production and inventory control of batik raw materials according to Islamic economic perspective: Case study at SME Santi Batik. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, 12(1), 911–928. https://doi.org/10.37676/ekombis.v12i1.4354

Hanyfah, S., Fernandes, G. R., & Budiarso, I. (2022). Penerapan metode kualitatif deskriptif untuk aplikasi pengolahan data pelanggan pada car wash. Semnas Ristek: Seminar Nasional Riset dan Inovasi Teknologi, 6(1), 339–344. https://doi.org/10.30998/semnasristek.v6i1.5697

Irawan, D. (2020). Peningkatan daya saing usaha UMKM melalui jaringan usaha. Jurnal Ilmiah Manajemen, 11(2), 103–115.

Lukman. (2025). Alamat: Jl. Raya Perjuangan No. 81, RT.003/RW.002, Marga Mulya, Kec. Bekasi Utara, Kota Bks, Jawa Barat 17143. [Nama jurnal tidak tersedia], 1(1), 10–23.

M. Son Aghni, & Luthfy Purnanta Anzie. (2025). Peran digital marketing dalam meningkatkan daya saing UMKM di Indonesia: Tinjauan literatur terbaru. Jurnal Ekonomi Bisnis dan Kewirausahaan, 2(3), 1–7. https://doi.org/10.69714/am5r6c30

Meliono, I. (2016). Batik dan industri kreatif: Sebuah proses kreatifitas manusia dalam kajian studi humaniora. Paradigma: Jurnal Kajian Budaya, 4(2), 119. https://doi.org/10.17510/paradigma.v4i2.47

Rahma, S., et al. (2025). Dampak struktur pasar terhadap daya saing UMKM: Studi kasus UMKM di Kota Jambi. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 8(3), 942–948. https://doi.org/10.37481/sjr.v8i3.1172

Simatupang, T. M. (2008). Perkembangan industri kreatif. School of Business and Management of the Bandung Institute of Technology, 1–9.

Susanto, B., et al. (2020). Penggunaan digital marketing untuk memperluas pasar dan meningkatkan daya saing UMKM. Community Empowerment, 6(1), 42–47. https://doi.org/10.31603/ce.4244

Winarno, H. (2015). Strategi pemasaran. Andi.