FEASIBILITY STUDY ANALYSIS OF ALFA BATIK BUSINESS

SiTA ULLY ZULFA

ORCID: 0009-0004-6474-9990
1
Faculty of Islamic Economics and Business, State Islamic University K.H
Abdurrahman Wahid Pekalongan
Ulizulfasita@gmail.com
 
MUHAMMAD TAUFIQ ABADI
ORCID: 0000-0001-9705-7756
2
Faculty of Islamic Economics and Business, State Islamic University K.H
Abdurrahman Wahid Pekalongan, Indonesia
Abstract
Indonesia is a country that upholds culture values. The introduction of culture to the next
generation needs to be developed so that later it can continue to be preserved. For this reason,
the Indonesian state needs the right strategy to maintain culture, one of which is batik culture.
In line with this, batik is increasingly loved by many groups, this makes the batik industry
have great opportunities in the economic field. Development in the batik UMKM sector
needs to be directed in such a way that efforts are needed to initiated creative batik products.
Seeing this problem, the author is interested in examining more deeply about how the
feasibility study in Batik Alfa is seen from several aspects, namely market aspects, marketing
aspects and economic aspects. The method used in this study is using qualitative methods
supported by data collection by interview and observation.
Keywords: MSMEs, Batik, Business feasibility study.

Introduction
Indonesia is a country that upholds cultural values, as time goes by the existence of a free
market has shifted the existence of culture in Indonesia. The introduction of culture to the
next generation needs to be developed so that later it can continue to be preserved. For this
reason, the Indonesian state needs the right strategy to maintain culture, one of which is batik
culture. Currently, batik is not only used as a symbol for parents but all ages so that batik
enthusiasts will continue to increase and this will be a great opportunity for the economic
sector.

Micro, Small and Medium Enterprises (MSMEs) have a strategic role in national economic
development, therefore, apart from playing a role in economic growth and employment, they
also play a role in distributing development results. MSMEs have a role of 60% for the
contribution of GDP, this indicates the existence of MSMEs is very important for the
Indonesian economy. Development in the batik MSME sector needs to be directed in such a
way that efforts are needed to initiate creative batik products.

Pekalongan is one of the well-known batik producers. The city of Pekalongan has a
nickname, namely the city of batik, so that the city is included in the UNESCO creative city
network in the category of craft & folk art in 2014 and has city branding, namely the world's
city of batik. As the name implies, Pekalongan batik is a type of batik made by the people of
Pekalongan. The majority of the craftsmen live in the northern coastal area of the island of
Java. The meaning of batik has a very strong meaning and is closely related to the customs
and traditions of this country. Batik in Java is closely related to its very complex culture,
making batik a pure and exotic aesthetic.

One of the batik businesses in Pekalongan is Batik Alfa. Initiated since 2014, of course, it has
experienced many ups and downs for experience in doing business. However, this did not
dampen the enthusiasm of the business owner to continue to innovate and continue to grow
until he has several branches and dozens of employees. The owner said that the choice of the
name 'Batik Alfa' was intended for his first child as well as a prayer and hope that his
obedience could become number one.

Seeing this, the author is interested in examining more deeply about how the feasibility study
in Batik Alfa is seen from several aspects, namely market aspects, marketing aspects,
management aspects and economic aspects. The method used in this study is using qualitative
methods supported by data collection by interview and observation.

Results and Discussion

1. Analysis of Consumer Interest
Market demand for batik is increasing, especially at certain times, such as before the month
of Ramadan, celebrations and when demand for uniforms both from outside the city and
within the city. Approaching the month of Ramadan, many people buy batik clothes to be
used as gifts on Eid al-Fitr for their relatives and closest relatives. Products that are sought
after by consumers are in the form of shirts, negligee, to women's tops.

Batik Alfa is well aware of the high consumer interest in batik fashion, especially in the
digital era, which makes it easier for consumers to shop. For this reason, market demand at
the Batik Alfa store does not only come from offline store sales, but also from online store
sales at the e-commerce Tiktok shop and shopee. Where the reach of e-commers is much
wider, namely reaching consumer demand throughout Indonesia. Since opening the online
store, Batik Alfa has been able to reap hundreds of orders per day so that it is supported by
this online store, market demand from consumers has soared. Market demand also comes
from resellers and dropshipers of batik clothes who are regular consumers. Generally, batik
resellers who subscribe will only shop for some of the items they restock for resale.

Market demand in the increasingly high batik sector needs to be balanced with sufficient
supplies. For this reason, Batik Alfa continues to strive for market demand to be fulfilled so
that the transaction process can continue.

2. Competitor Analysis
Competitors in the batik business come from external factors, namely the increasing number
of batik business actors who continue to experience development both on a small scale or
home industry and on a large scale or factory. In some areas that are the center of the batik
industry, such as the Jenggot, Simbang, and many other areas, it is not uncommon for the
competition in the batik business to become tighter. On the other hand, business competition
is not only in offline stores but also in online stores where the development of e-commers has
made many business people finally decide to get involved in online shops. The Setono
Wholesale batik souvenir center is one of the places visited by many tourists, both within the
city and outside the city, so that it has a high competitive value for batik business actors.

3. Target Market Analysis

The market share in the Alfa Batik business is quite broad, covering teenagers, adults and the
elderly. In general, the customers who come are to buy uniforms for certain events or partner
clothes or sarimbit. In addition, customers are not only from tourists or visitors, but also from
batik middlemen who come from outside the city, such as Tegal, Cirebon, Bandung, to Aceh.

4. Market Mix Analysis

1) Product
Batik Alfa has several products ranging from men's shirts, women's tops, dresses, long
dresses to negligee. The products are quite complete and always up to date following
the demands of market interest in the current era, especially for teenagers and adults.
Not infrequently Batik Alfa receives exclusive orders from customers, namely in the
form of batik school uniforms, employees, and other large requests. All products are
first-hand products or self-produced in partnership with commissioners in several
areas of Pekalongan and Batang.

For its own raw materials, Batik Alfa chooses fabric suppliers to later produce ready-
to-wear clothes. In procuring raw materials, Batik Alfa collaborates with several local
batik brokers so that they can continue to be controlled and quality guaranteed.

2) Price
Prices for Batik Alfa products have several categories, namely cotton batik with
furing, standard cotton batik, and micro cotton batik. For the fuzzy cotton category,
priced at IDR 120,000 per item, this batik is of good quality, with thick fabric fibers.
For standard cotton, the price range is Rp. 75,000 per item with pretty good quality
fabric. Then for the micro cotton category, the price is IDR 35,000 per item with a
standard fabric quality that is close to low. So that the various price categories that
exist can adjust to consumer interest in batik clothes.

3) Distribution
The business location is in the center of Wholesale Setono Pekalongan which is one
of the destinations for souvenirs and shopping tours in Pekalongan. The choice of
location is considered strategic for batik business actors where Wholesale Setono is
often used as an alternative tour for tourists. In addition, the chosen location is none
other than to make it easier to attract consumers to visit. Another branch of Batik Alfa
can be found in the West Pekalongan area to be precise at the Buaran Batik Center or
what is often shortened to BBC. The choice of this location is aimed at being close to
the center of batik in Pekalongan and facilitating the production process as well as
being able to reach a wider range of consumers.

4) Promotion
Batik Alfa carries out various kinds of promotional techniques, starting from utilizing
digital media such as Facebook, Whatsapp, Instagram, Pages, Ads to video content on
TikTok. The choice of social networks is to make it easier for businesses to reach
more consumers. In addition, the selected promotional media is participating in
various events in order to expand information to consumers.

Closing
Market and marketing analysis shows that business prospects in the batik MSME sector,
especially in Batik Alfa, are quite good, this can be seen from several aspects where market
demand is positive every year. From a marketing perspective, Batik Alfa has developed
enough by utilizing digital marketing to promote and reach a wider audience. Supported by
affordable prices and a good marketing mix, it can increase the economic value in Batik Alfa.

Reference
Sedjati, D. P., & Tanjung Sari, V. 2019. Mix Teknik Ecoprint Dan Teknik Batik Berbahan
Warna Tambahan Dalam Penciptaan Karya Seni Tekstil. Jurnal Seni Kriya (CORAK) 8(1).
Wigiati, Anah., & Mohammad Rosyada. 2020. Strategi Survival UMKM Batik Tulis
Pekalongan Di Tengah Pandemi Covid-19 (Studi Kasus Pada “Batik Pesisir” Pekalongan).
Jurnal Bisnis dan Kajian Strategi Manajemen 4(2).