Peran Koperasi dalam Mendorong Inovasi dan Teknologi Pemasaran pada UMKM Batik Pewarna Alami: Studi Kasus Batik Ciwaringin Cirebon

Vina Rakhmawati; Dini Selasi

doi:10.61132/moneter.v4i3.2341

Authors

Vina Rakhmawati Universitas Islam Bunga Bangsa Cirebon
Dini Selasi Universitas Islam Bunga Bangsa Cirebon

DOI:

https://doi.org/10.61132/moneter.v4i3.2341

Keywords:

Ciwaringin Batik, Cooperatives

Abstract

This study aims to analyze the role of cooperatives in promoting product innovation and marketing technology among Natural Dye Batik MSMEs in Ciwaringin, Cirebon Regency. The study employed a qualitative approach using a case study method. Data were collected through interviews with cooperative managers, documentation, and literature review. The findings indicate that cooperatives play a significant role in supporting product innovation through the provision of raw materials, management of production supplies, and the development of natural dye batik products that serve as the distinctive identity of Ciwaringin Batik. In addition, cooperatives contribute to marketing activities through the utilization of digital platforms such as WhatsApp, Shopee, and reseller networks, which help expand market reach. However, the implementation of marketing technology still faces challenges, including limited human resource capabilities and the underutilization of social media as a promotional tool. The study concludes that cooperatives act as facilitators of business development by supporting both product innovation and digital marketing transformation among Ciwaringin Batik MSMEs. Therefore, strengthening digital capabilities and technology-based marketing strategies is necessary to enhance business competitiveness and sustainability.

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