ANALISIS MEREK DAN BAHAN BAKU UNTUK MEMENANGKAN PERSAINGAN (Studi Kasus Kerajinan Batik Kayu Sanggar Punokawan di Dusun Krebet Yogyakarta Indonesia

  • Joseph M.J. Renwarin Institut Teknologi dan Bisnis Kalbis ( Kalbis Institute ) Jakarta
Keywords: brand image, brand equity, competitive advantages, raw material

Abstract

This research is activity university report of research and social dedication.  This study is in accordance with the master plan research of our Institute where is one of them is the Creative Industries sector development., especially small and medium enterprises. The objective of this paper is give description and analysis of current condition of businesses in Wood Batik’s Jogjakarta Indonesia as part of creative economic of Indonesia. The benefit of this journal is give the development strategy for management, government and others. The research methology used is qualitative non interactive research by observation and direct interviews with the stakeholders. The result of research are the lack of capacity to sell with the premium price in market, brand image dan band equity.The other finding is the capacity to improve the quality of raw material to increase brand image of product from Sanggar Punokawan Desa Krebet Jogjakarta Indonesia and also for all the bisnis in Wood Batiks.

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http://batikpunokawan.indonetwork.co.id/ diakses tanggal 12 Juni 2016
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