ECOLABEL AS A STRATEGY TO INCREASE THE COMPETITIVENESS OF ENVIRONMENTALLY FRIENDLY BATIK MSMES: A CASE STUDY OF CIWARINGIN BATIK
Abstract
This study aims to analyze the role of ecolabel as a strategy to increase the competitiveness of Ciwaringin Batik MSMEs that implement environmentally friendly production based on natural dyes. The research uses a qualitative approach with a case study method. Data collection was carried out through in-depth interviews, observations, and documentation. The research informants consisted of MSME actors, cooperative administrators, companions from related agencies, and consumers. Data analysis uses the Miles, Huberman, and Saldana models through the stages of data reduction, data presentation, and conclusion drawn.
The results of the study show that ecolabels play a role as an environmentally friendly product identity that is able to increase consumer trust, strengthen brand image, and become a source of competitive advantage for Batik Ciwaringin MSMEs. However, the use of ecolabels still faces obstacles in the form of marketing limitations, low consumer literacy towards green products, and high production costs. Therefore, it is necessary to strengthen branding, expand digital marketing, and support from various parties to increase the competitiveness of MSMEs based on the green economy
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