Strategi Pemasaran Hijau pada Koperasi Batik Ciwaringin sebagai Upaya Keberlanjutan Usaha Batik Lokal

Septia Arum Ningsih; Dini Selasih

doi:10.61132/moneter.v4i3.2339

Authors

Septia Arum Ningsih Universitas Islam Bunga Bangsa Cirebon
Dini Selasih Universitas Islam Bunga Bangsa Cirebon

DOI:

https://doi.org/10.61132/moneter.v4i3.2339

Keywords:

Ciwaringin Batik, Cooperative, Creative Industry, Green Marketing, Sustainability

Abstract

This study aims to reveal the contribution of the Ciwaringin Batik Cooperative in the standardization process and the implementation of green marketing concepts to support the aspirations of the local batik industry. The study employed a qualitative approach with a case study design. Data collection was conducted through in-depth interviews, direct field observations, and document review involving cooperative administrators, artisan members, and other relevant parties. The results of this study indicate that the cooperative plays a crucial role in driving environmentally friendly production standards, increasing member capacity, and developing a marketing network that emphasizes ecological values. Through its various programs, the cooperative has been able to encourage the use of natural dyes as a substitute for chemicals, establish an internal certification system, and strengthen the image of green batik products, thus enhancing their competitiveness in the market. On the other hand, this study also identified several obstacles, including limited capital, low understanding of environmentally friendly products by local consumers, and inadequate support from local government policies. This research contributes to the development of a cooperative institutional model as a means of transforming the local creative industry into a more attractive business practice.

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