Analysis of Handwritten Signature on Batik as a Branding Strategy and Its Effect to Consumers^ Purchase Intention: A Case Study of Oey Soe Tjoen Batik Mega Saffira, Tatang Khalid Mawardi, Michaela Benita Chandra, Kalya Vanessa Natania S.
Creative Polytechnic Indonesia (ESMOD Jakarta)
Abstract
In the midst of increasing market competition in the batik industry in Indonesia, the role of branding strategy is one of the essential aspects required to be considered by every batik entrepreneur. The use of handwritten batik signature on batik fabrics has been one of the classic and the oldest branding approach in batik, and as one of the batik houses that has been active for almost 100 years in Indonesia, Oey Soe Tjoen has also made efforts in their branding strategy with this method. This research aims to analyze the handwritten signature on batik fabric as a form of branding strategy for traditional batik fabrics in Indonesia, particularly Oey Soe Tjoen, and its influence on consumers^ purchase intention. This study implements mixed-methodological approach which consists of qualitative and quantitative research. The results would be in a form of qualitative data on the handwritten signature analysis through literature review and observation, while the quantitative data will be applied on its effect on consumers^ purchase intention. The objective of this research is to be one of the references for more batik entrepreneurs in Indonesia to further consider their branding strategy, including the implementation of handwritten signature as one of the approaches. This research aspire to also give impact in increasing the competitiveness in the Indonesian traditional batik industry, locally and internationally.
Keywords: batik, marketing, branding, cultural heritage, textile, craft
