GREEN REATILING OF CIWARINGIN BATIK COOPERATIVE: CHALLENGES IN MARKETING EXCLUSIVE PRODUCTS BASED ON NATURAL DYE
Keywords:
Green Retail, Batik Cooperative, Natural dyes, Exclusive Marketing, CiwaringinAbstract
This study examines the green retail strategy implemented by the Ciwaringin Batik Cooperative in marketing exclusive products based on natural dyes. Ciwaringin's written batik industry faces a challenge that is not simple: its products excel in terms of environmental and aesthetic value, but the market reached is limited due to narrow consumer segmentation, lack of digital marketing infrastructure, and non-optimal use of collective promotion platforms. This study uses a descriptive qualitative approach with primary data obtained through in-depth interviews with the management of the Ciwaringin Batik Cooperative. The findings of the study show that the competitive advantage of Ciwaringin batik products lies in the use of natural dyes that are environmentally friendly, which is in line with the global trend of green marketing. However, promotional efforts are still conventional and rely on deposit-sell mechanisms, without adequate digital platform support. Exclusive market segmentation, namely the upper middle class who really like batik, is a strength as well as a limitation in market expansion. This study recommends strengthening the sustainability narrative, using social media strategically, and the need for government support in developing digital marketing infrastructure for the batik industry based on natural dyes.
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