Feasibility Study Analysis of the Marketing Aspects for Batik Semanggi SMEs

Abstract

Small and Medium Enterprises (SMEs) play a vital role in Indonesia's local and national economic growth, reflecting the cultural richness and creativity of its people. Amidst diverse SMEs emerging, UKM Batik Semanggi stands as a unique representation of the fusion between tradition and innovation in Sememi Village, Benowo District, Surabaya City. Located in an area renowned for its semanggi culinary specialties, this SME has transformed local identity into captivating batik art. Batik Semanggi combines traditional batik-making expertise with innovative motifs inspired by the clover leaf, a plant that has become an icon of the region. The uniqueness of this design not only makes Batik Semanggi products highly aesthetic works of art but also serves as a medium to preserve and promote local cultural heritage. Each piece of batik cloth produced tells a story of local wisdom, cultural identity, and the creative spirit of Surabaya's community. This research explores the market potential for clover-motif batik products, both in the local Surabaya market and broader markets. The analysis considers consumer trends, preferences for batik products, as well as opportunities and challenges in the fashion and traditional craft industries. The results of this business feasibility study are expected to provide a comprehensive understanding of the marketing prospects for UKM Batik Semanggi, as well as strategic recommendations to increase product visibility and sales. These findings are beneficial for the development of UKM Batik Semanggi and can also serve as a reference for similar businesses combining elements of local culture with modern marketing strategies.