Authors : Kun Cahyaningrum and Ira Dwi Mayangsari
Abstract: The purpose of this study describes marketing communication strategy which perfomed by Kampoeng Batik Kauman and government, then analyze about synergy communication between them. This study used case study method. This primary data are in-depth interviews while the secondary data used document and online data. The technique used the validity of data triangulation source. This study used data analysis techniques which were data reduction, the data display and conclusion drawing/verification. The results of this study indicate that Kampoeng Batik Kauman used advertising, sales promotion, special event, public relation, direct marketing and personal selling to promote batik industry. The success of that activities is the increasing of consumers awareness about adventages, benefits and product attributes of SMEs (Small and Medium Enterprises) Kampoeng Batik Kauman. Meanwhile, government used advertising, special event and public relation to promote batik industry. The success of these activities effect on the level income of businessman and tourism which is contributes to higher tax payment for government.
Kun Cahyaningrum and Ira Dwi Mayangsari, 2014. Marketing Communication Strategy: Synergy among Government and Batik SMEs in Indonesia. The Social Sciences, 9: 482-485.