Pengembangan Strategi Pemasaran pada Batik Qonita Pekalongan

Abstract

Studi ini dilatarbelakangi oleh stagnasi penjualan pada Batik Qonita Pekalongan meski memiliki reputasi merek yang kuat. Penelitian ini bertujuan menganalisis karakteristik konsumen, menganalisis Marketing Mix 7P, dan merumuskan rekomendasi strategis berbasis IPA. Penelitian ini menggunakan pendekatan kuantitatif, responden yang digunakan dalam penelitian ini adalah 100 responden konsumen akhir generasi muda dianalisis dengan Importance Perfomance Analysis (IPA) dan Customer Satisfaction Index (CSI). Hasil analisis konsumen menunjukkan 71% responden berada di kisaran upah minimum (UM) rujukan, mengindikasikan sensitivitas harga tinggi. Nilai CSI sebesar 80.07% menempatkan kepuasan pelanggan pada kategori puas. Hasil IPA mengidentifikasi promosi, kelengkapan produk, dan ketepatan waktu pengiriman berada di kuadran I (prioritas utama). Rekomendasi strategi berfokus pada revitalisasi promosi digital dan perbaikan logistik, disesuaikan dengan konteks sensitivitas harga dan preferensi daring generasi muda, demi meningkatkan loyalitas dan daya saing Batik Qonita.

This study is motivated by the stagnation of sales at Batik Qonita Pekalongan despite its strong brand reputation. The research aims to analyze consumer characteristics, analyze the 7P Marketing Mix, and formulate strategic recommendations based on Importance-Performance Analysis (IPA). This study employs a quantitative approach, utilizing data from 100 final consumer respondents from the younger generation. The data were analyzed using Importance-Performance Analysis (IPA) and the Customer Satisfaction Index (CSI). The consumer analysis results indicate that 71% of respondents fall within the reference minimum wage (UM) bracket, suggesting high price sensitivity. The CSI value of 80.07% places customer satisfaction in the satisfied category. The IPA results identify Promotion, Product Completeness, and On-Time Delivery as residing in Quadrant I (Top Priority). Strategic recommendations focus on the revitalization of digital promotion and improvements in logistics, tailored to the context of high price sensitivity and the online (or digital) preference of the younger generation, ultimately to enhance the loyalty and competitiveness of Batik Qonita.