RETAIL MIX STRATEGY OF BATIK PRODUCERS IN YOGYAKARTA Noveni M. Malle1, Ria Arifianti2, Dian Fordian3, Abdurrahman RahimThaha4, Sarah Fadilla5 , Ari Juliana6
Yogyakarta, as a domestic and international tourist destination, has diverse consumer characteristics. The presence of tourists presents a significant opportunity for batik producers to expand their market share and increase their revenue. This research employed a quantitative approach. This research employed purposive sampling to determine the sample. The data analysis technique used was descriptive analysis assisted by the Weight Means Score (WMS) method. The results of the discussion indicate that the marketing mix strategy employed by Batik producers in Yogyakarta has yielded a good and fairly even performance across all core marketing aspects. Customer service and pricing are the two strongest dimensions, illustrating the producers^ success in building trust, comfort, and a balanced perception of value for the batik products offered. Product diversity has also been effectively managed to cater to diverse market tastes. Meanwhile, aspects of promotion and store design still have potential for further development, particularly in terms of media innovation, visual approaches, and creating a memorable in-store atmosphere. In general, the performance of this marketing mix reflects the adaptive ability of batik producers in responding to market dynamics while maintaining the cultural identity of the product.
Keywords: Keywords: batik producers, mix strategy, retail, Yogyakarta
