JNROnline Journal Journal of Natural Remedies ISSN: 2320-3358 (e) Vol. 21, No. 7(S3). 2020 ISSN: 0972-5547(p)

SWOT ANALYSIS OF INDUSTRIAL STRATEGY FOR WRITTEN BATIK IN PAKANDANGAN BARAT VILLAGE IN THE ERA OF REGIONAL AUTONOMY Alwiyah1, Sayyida2 1,2Universitas Wiraraja Sumenep ABSTRACT The management of the written batik industry still manages conventionally, not yet optimal in the use of technology, so that the local government only makes advocacy efforts and provides assistance to batik artisans in partial and sectoral forms, not comprehensive and holistic. Regional autonomy must open opportunities for provincial governments to develop local and regional policies to optimize the utilization of economic potential in the Sumenep Regency. So this study aims to describe the history of written batik, describe the production process to analyze resistance and stimulant factors for the development of written batik, as well as the backward and forward linkages of the printed batik industry in West Pakandangan Village, Sumenep Regency in the era of regional autonomy. This study uses a SWOT analysis method that produces Diversification Business Strategy and qualitative research with primary and secondary data obtained from interviews and Focus Group Discussions (FGD) with 23 informants. This study expects entrepreneurial skills to be disseminated to young artisans to be productive, motivate young artisans to love and be proud of Sumenep written batik, to maintain the characteristics, uniqueness, and printed batik motifs that contain historical values and utilize information technology. Keywords: Batik Writing, Sumenep, SWOT, Regional Autonomy

INTRODUCTION Batik is a cultural property of the Indonesian nation that the world [1]. In support of Indonesia's factual history, educational [2], scientific and cultural organizations from the United Nations (UN) or the United Nations Educational, Scientific, and Cultural Organization (UNESCO) have provided confirmation. On 2 October 2009, Indonesian batik was designated by UNESCO as a humanitarian heritage for oral and non-material culture [3]. Batik is a product of the archipelago, but in its journey impressed that batik is a cultural product in Java alone, even though Madura Island also has hand-written batik which has passed on for generations [4]. Yet the history of batik in Madura developed according to the dynamics that took place in each region. Based on history, the oldest palace in Madura Island has existed since 1269, namely the palace in Sumenep Regency [5]. While batik craft is in the palace environment, it can explain that Sumenep Regency is an area where batik is known in Madura. However, when compared with the development of batik in other Madura regions, such as the Batik TanjungBumiBangkalan, Batik Sumenep is still unable to compete with the development of Batik TanjungBumi that has been known nationally and even on an international scale [6][7]. Referring to the story of the Jokotole government (1415-1460), the history of batik in Sumenep is related to the daughter of Prince Secadiningrat II named PotreKoneng[8]. The beautiful princess is said to have exiled and entrusted her child in the village of West Pakandangan, District of Bluto, to an empu named EmpuKelleng. Potrekoneng was the first person to teach written batik to the community in the West Pakandangan village of Sumenep Regency, which has become the center of the batik industry Sumenep Regency. Batik in DesaPakandangan Barat has experienced its heyday by joining batik entrepreneurs[9] with the Indonesian Batik Cooperative Association (GKBI) based in Yogyakarta. However, West Pakandangan batik declined in 1965, along with the emergence of economic and political problems. Batik Pakandangan Barat began to develop again in the 2000s. Data on the batik industry in Sumenep Regency based on information from stakeholders in the Sumenep district varies. According to the Sumenep Regency Industry Office, there are 42 batik industries [10]. According to the cooperative service, there are 12 batik industries, and 50% located

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Journal of Natural Remedies Vol. 21, No. 7(S3), (2020) in West Pakandangan[11]. However, based on observations, in 2015, there were only six batik industries in Sumenep regency centered in the West Pakandangan village, and only 3 sectors were still in production [12]. Law Number 22 the Year 1999 and Law Number 25 the Year 1999 provide renewal in the government's authority, especially the regional government [13]. After enacting the two laws, the provincial government and the local community take care of the house and are responsible for the household of their respective regions [14]. There is no dominance of the central government for the area. The central government only monitors and evaluates the process of implementing regional autonomy. With local self-government, the government and society are demanded and stimulated to be more creative in developing their regional resources [15], both human and natural resources they have. If the government and the people in a region are smart and creative in managing the resources owned by their territory, the district will be far more advanced [16]. The earth is advancing not because of natural resources, but because of human creativity. With regional autonomy, local governments expected to improve services that will impact the prosperity of their communities. Besides, with regional autonomy, the government and the community are expected to be able to optimize the local economic resources of the region [17]. The birth of the regional autonomy law should give birth to the Sumenep Regency Regional Regulation, which supports the development of the batik industry. As a cultural property with high artistic value, Sumenep batik will increase the potential of other regions, such as tourism [18].

THEORETICAL BACKGROUND Batik Pakandangan Barat Sumenep Regency is now experiencing a shift with contemporary Batik. Initially, buyers bought Batik because of its artistic and cultural value. Still, currently, they are experiencing a change of buyer interest, from being oriented initially to sacred things (quality) to commercial expressions of art (quantity). History and Condition of the Written Batik Industry in DesaPakandangan Barat Batik, written in the village of West Pakandangan, Sumenep Regency, has existed since the time of the Kingdom of Sumenep in the era of the first king, Aria Wiraraja, in 1269 [19]. The first appearance of batik among the Sumenep Palace family.The development of batik in the West Pakandangan village because the village of West Pakandangan is a seclusion place of PottreKoneng. While waiting for the birth process, PottreKoneng taught the batik process to women in DesaPakandangan Barat. The written batik industry in the village of West Pakandangan, Sumenep Regency, has been developing since the 1960s. Previously there were six batik industries in the town. Over time, now there are only three batik industries that are still producing. The concept of production in the West Batik Industry PakandanganSumenep The concept of Sumenep batik industry production consists of three main elements, namely input, process, output. It is supported by other items, namely suppliers and the government, as the policymaker. Input. Inputs include raw materials (cloth), auxiliary materials (waxes, natural dyes, and chemical dyes, batik equipment, canting, furnaces, pans, pans, dyeing places, drying and plastic containers, storage/display cases), artisans (batik residents), areas to make batik (fixed assets, ie, business houses), personal funds, and entrepreneurial managerial abilities. Only a small portion of batik raw materials can obtain from the local area. These raw materials are natural dyes derived from the area around the village of West Pakandangan, Sumenep Regency. While the majority of raw materials and supporting materials obtained in Surabaya. The distance of Sumenep-Surabaya, which is 182 km, must be taken approximately 4 hours. The large amount of raw materials derived from Surabaya causes the acquisition of high raw material prices so that production costs are not efficient [20]. This is not in line with the modern theory of Alfred Weber, who said that the industry's location should have the most minimal cost [21]. The written batik industry in the village of Pakandangan, Sumenep Regency, is located around 182 Km Surabaya where the acquisition of raw materials is in Surabaya, so the transportation costs are relatively expensive [22]. The industry's 38

Journal of Natural Remedies Vol. 21, No. 7(S3), (2020) exact location is close to where raw materials are obtained, reducing production costs and increasing profits. Process. The process of making batik starts from the selection and cutting of fabric, setting, patterning/drawing, tunneling, filling, scraping, wall printing, dyeing, slitting, and packaging/storage.

Input Process Output - Batik craftsmen Batik Ready to Sell - Fabric (material) Batik clothes Fabric Cutting - natural color - chemical color - Night Setup - Batik equipment - Craftsman managerial Patterning / painting The degree of skills variability of the Marketing and - Fixed assets (home length of the Distribution Kelowong solution is and place of batik) influenced by the - Funds (personal) complexity of the Price and promotion - Supplier Filling pattern and the strategies, competitors level of and competition craftsmanship of Dab the craftsman

Nembok

Dyeing

Pelorotan

Packaging

Government: Support training to increase new workforce and marketing

Figure 1. Concept of Production and Distribution of Sumenep Written Batik Industry The batik process is carried out manually by different workers who are experts in their fields (specialization). According to the theory put forward by Adam Smith in his book The Wealth of Nations (1776), said that specialization of work would increase production [23]. It is not in line with the phenomenon that exists in the batik industry of DesaPakandangan Barat. Specialization in the production process carried out in the industry does not increase production. It is because batik for batik makers in the West Pakandangan village is not the main occupation. Output. In the form of batik cloth produced by batik artisans in Desa Pakandangan Barat, Sumenep Regency, some are still in the way of sheets of material that have made into batik some have already become clothes such as shirts, dresses, and others. The written batik production results displayed in the display place owned by the batik craftsman/entrepreneur, to sell to buyers who come. Other parts are sent to various agents, shops, or people who are indeed interested in selling the handmade batik. The distribution strategy applied is direct distribution, which is the distribution from entrepreneurs to end consumers and indirect distribution through agents [24]. The promotion strategies adopted by batik artisans and entrepreneurs in DesaPakandangan Barat, Sumenep Regency, are quite diverse. Includes word of mouth marketing strategies, taking part in exhibitions and promotions,

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Journal of Natural Remedies Vol. 21, No. 7(S3), (2020) and through social media (BBM), etc., such as giving business cards to known people. But the marketing strategies that have carried out, as mentioned above, are less than optimal. The Role of External Parties in the Batik Industry in DesaPakandangan Barat The batik industry of DesaPakandangan Barat, Sumenep Regency, includes industrial elements consisting of internal and external components [25]. The external features include suppliers, artisans, government, consumers, competitors, or competitors. While interior elements are entrepreneurs and the ability of entrepreneurs themselves in managing a business, both parties, both internal and external, have a role in the process of batik writing in DesaPakandangan Barat, Sumenep Regency. Internal and external parties have an equally important and equally influential role in the development of the printed batik industry in Pakandangan Barat Village, Sumenep Regency.

Supplier Craftsmen Financial Capability businessman

Technical Managerial Ability Capability

Consumer Competitors Governmen t

Figure 2. Concept of the Sumenep Batik Industry Figure 2 explains that the parties that influence the batik industry in DesaPakandangan Barat besides artisans are suppliers, competitors, consumers, and the government. The craftsmen involved in the written batik industry in DesaPakandangan Barat, Sumenep Regency, are craftsmen who have hereditary expertise. Suppliers have an essential role in providing raw materials and auxiliary materials, especially fabrics and artificial colors. Based on the results of the study, it is known that batik's threatening factors in the village of West PakandanganSumenep Regency are competitors of batik printing or printing, especially those from China. The majority of consumers who buy batik are direct consumers who order directly from entrepreneurs, both individuals, and institutions. In the era of regional autonomy, local governments should issue regional policies that support the development of the written batik industry because printed batik has high artistic value and is part of regional culture, individually as the identity of the regency of Sumenep. People in business have an essential role in the Sumenep batik industry. Financial ability, technical expertise, and managerial ability of entrepreneurs needed in the development of the Sumenep written batik industry. RESEARCH METHODS This research presents in detail, covering the outline of the research approach, methods and procedures of data collection, analysis and induction which will be used to achieve the research objectives. The reason for establishing MSME in the West Pakandangan Village as a research object is because MSME is one of the most significant contributions in the West Pakandangan Village of Sumenep Regency, namely batik tourism which is one of the leading sectors of Sumenep Regency so that it is expected to become an economic pillar [26]. The analysis was carried out from the beginning to the end of the study in the form of qualitative narratives obtained from questionnaires / questionnaires and interviews, then described. From the available data, researchers analyze and interpret according to the interests of researchers so that the data obtained

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Journal of Natural Remedies Vol. 21, No. 7(S3), (2020) will be grouped into categories of themes and answer the problem formulation in this study [27]. Thus it is expected to provide data in the form of SWOT analysis formulating SWOT analysis (Strengths, Weakness, Opportunities, Threats) [28] the development of creative economy as a step in developing Micro-Small and Medium Enterprises (MSMEs) based on creative economy in Sumenep Regency through development strategies that can be applied as step towards an innovative economy. VARIOUS OPPORTUNITIES

3. Support the turn- 1) Supporting around strategy Aggressive INTERNAL Strategies EXTERNAL WEAKNESSES

2. Support the WEAKNESSES 4. Support a diversification defensive strategy strategy

VARIOUS THREATS

Figure 3. SWOT diagram Quadrant 1: This is a very favorable situation. The company has opportunities and strengths, so they can take advantage of opportunities that exist. The strategy that must apply in this condition is to support an aggressive growth policy (growth-oriented strategy). Quadrant 2: Despite facing various threats, this company still has internal strength. The strategy that must be applied is to use the power to take advantage of long-term opportunities employing a diversification (product/market) strategy. Quadrant 3: The company faces enormous market opportunities, but on the other hand, it faces some internal obstacles/weaknesses. Business conditions in quadrant 3 are similar to the question mark in the BCG Matrix. The focus of this corporate strategy is the company's internal problems to seize better market opportunities. Quadrant 4: This is a deplorable situation. The company faces various internal threats and weaknesses. RESULTS AND DISCUSSION The results of the questionnaire/interview and interviews obtained that the average MSME (creative industry) that supports batik tourism in the village of West PakandanganSumenep Regency presented in the SWOT Analysis (Strengths, Weakness, Opportunities, Threats) as follows: Analisis SWOT SWOT analysis does by analyzing the internal and external factors of the Sumenep batik business that is occupied by entrepreneurs so that strengths, weaknesses, opportunities, and threats/obstacles faced by entrepreneurs can identify. Table 1. SWOT Matrix Opportunities (O): Threats (T): 1. Tourism potential in Sumenep Regency. 1. Competitors of batik outside the island of 2. Government policy to use batik for civil Madura, especially innovative Solo and servants and students. Yogya. 3. Government support in developing 2. Brighter, varied, and cheaper batik creative industries. printing.

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3. Craftsmen assume that batik is a side job. 4. The disinterest of young groups to survive as batik artisans. Strengths (S): Combination of S-O: Combination of S-T: 1. Funding is no problem. 1. The uniqueness, uniqueness, handmade 1. The expertise of entrepreneurs can be 2. Entrepreneurs have expertise batik motifs that contain historical values and transmitted to young artisans always to work. in the field of batik. local wisdom values can be strength to be 2. Motivating young artisans to love and be 3. Has a unique and unique sold to visitors to Sumenep Regency. proud of Sumenep batik. motif. 3. Maintain motifs with the characteristics of 4. Maintain motifs that contain Sumenep handmade batik. elements of history and local 4. Improve the quality of promotions by area legends. utilizing Information Technology (website, 5. Bring local wisdom values in social media, etc.). their motives. 5. Improve the quality of more innovative batik designs. Weaknesses (W): Combination of W-O: Combination of W-T: 1. The availability of professional 1. Government support can be given to the 1. The threats and challenges that craftsmen is not yet adequate. craftsmen, especially for young artisans, so exist are a source of inspiration for 2. Regeneration of craftsmen that the regeneration of batik artisans can do entrepreneurs to overcome the weaknesses who tend not to be easy, because well. that exist in the Sumenep Batik Writing batik is a complex skill. 2. The government provides entrepreneurs business. 3. Inadequate financial recording with managerial training so that entrepreneurs 2. Entrepreneurs can use it to be system. can manage family businesses that have been more innovative and creative in developing 4. Determination of costs and occupied for decades optimally. their business. selling prices that are still not 3. The government educates consumers based on data. about the batik process through Batik 5. Rely on WOM marketing Tourism, so consumers know the values and communication procedures contained in a batik work. 6. Limited forms of marketing 4. The government helps Sumenep Batik communication. marketing communication starting from the 7. Is a family business, so that West entrance of Madura island so that management is still a single visitors to Madura Island know the existence management. of Sumenep Written Batik. 8. The selling price is relatively more expensive compared to batik printing.

SWOT analysis does by analyzing the internal and external factors of the Sumenep batik business that is occupied by entrepreneurs so that strengths, weaknesses, opportunities, and threats/obstacles faced by entrepreneurs can identify. Through Table 1, the critical success factor and the strategy of development (grand strategy) of the Sumenep written batik industry can determine. From the above analysis, it can see that the strength of Sumenep batik lies in the expertise of entrepreneurs in mastering all batik activities and adequate funding capabilities. Besides, the uniqueness of Sumenep written batik, which maintained through its motifs, is the core competency for the Sumenep written batik business. With the existence of core competencies, the development of Sumenep printed batik already has a foothold on what needs to do next. While the weaknesses identified, indicate the lack of Sumenep batik in individual skills or competencies, which are relatively owned by competitors. Not yet grown massively in the fourth generation of batik makers in DesaPakandangan Barat, Sumenep Regency. Table 2. SWOT Analysis (Continued) INTERNAL STRENGTHS Weight Rating Weighted Value S1 Funding there are no problems. 0.025 2 0.05 S2 Entrepreneurs have expertise in the field of batik. 0.2 4 0.8 S3 Has a unique and unique motif. 0.15 4 0.6 1.825 Maintain motifs that contain elements of history and local S4 0.05 3 0.15 area legends. 42

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S5 Bring the values of local wisdom in its motives. 0.075 3 0.225 WEAKNESSES W1 The availability of professional craftsmen is inadequate. 0.075 3 0.225 The regeneration of craftsmen tends not to be easy, W2 0.05 1 0.05 because batik is a complicated skill. W3 Inadequate financial recording system. 0.025 2 0.05 Determination of costs and selling prices that are still not W4 0.05 2 0.1 based on data. 1.225 W5 Rely on WOM marketing communication. 0.075 3 0.225 W6 Other forms of marketing communication are still limited. 0.1 2 0.2 Is a family business, so that management is still a single W7 0.025 3 0.075 management. The selling price is relatively more expensive compared to W8 0.1 3 0.3 batik printing. 1 3.05 3.05

Table 3. SWOT Analysis (Continued) EXTERNAL OPPORTUNITIES O1 Tourism potential in Sumenep Regency. 0.3 4 1.2 Government policy to use batik for civil servants O2 0.15 1 0.15 and students. 1.4 Government support in developing creative O3 0.05 1 0.05 industries. THREATS Competitors of written batik outside the island of T1 0.2 4 0.8 Madura, especially innovative Solo and Yogya. T2 Brighter, varied, and cheaper batik printing. 0.05 2 0.1 1.8 T4 Craftsmen assume that batik is a side job. 0.1 3 0.3 The disinterest of young groups to survive as T5 0.15 4 0.6 batik artisans. 1 3.2 3.2 SWOT Matrix Analysis After getting a weighted score then we will then make a swot matrix so the company can know which position. To further add up each weighted score in the categories of Strength, weakness, opportunity and threats as follows: Strengths = 1.825; Weakness = 1.225 ; Opportunity = 1.4 ; Threats = 1.8 Then we will calculate with the SWOT matrix calculation, which is coordinated to get the position of the company, the explanation is as follows:

Then obtained for the coordination point (0,3 : -0,2)

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TURN AROUND O Aggressive 4

3

2

1 W S 0

DEFENSIV T DIVERSIFICATIO E N Figure 4. Grand Strategy Matrix In Figure 3 above, it can seem that the condition of the development of batik in Sumenep Regency is in the position of Quadrant II, which means that despite facing various threats, the Sumenep batik industry still has strength from an internal perspective. The strategy that must implement is to use the power to take advantage of long-term opportunities. So the approach that must be developed by Sumenep batik entrepreneurs is the Diversification Strategy (ST) both in terms of products/markets, namely: 1. The expertise of entrepreneurs can be transmitted to young craftsmen to always work. 2. Give motivation to young craftsmen to love and be proud of Sumenep batik. 3. Maintain motifs with the characteristics of Sumenep handmade batik. 4. Improve the quality of promotions by utilizing Information Technology (website, social media, etc.). 5. Improving the quality of more innovative batik designs.

CONCLUSION Making batik is a side job carried out by the people from generation to generation so that the craftsmen are less innovative and creative. The lack of interest of the younger generation to become batik artisans results in a lack of batik artisans. All raw materials obtained from Surabaya except natural coloring materials can be obtained from around DesaPakandangan Barat so that the raw materials' acquisition price is relatively high. SWOT analysis produces a diversification strategy that is the expertise of entrepreneurs that can be transmitted to young artisans always to work. Give motivation to young artisans to love and be proud of Sumenep handmade batik, Maintain motifs with the characteristic of Sumenep handmade batik. Increase the quality of promotion by utilizing Information Technology (website, social media, etc.) and improving the quality of more innovative batik designs. The batik entrepreneurs expected to enhance managerial skills further, maintain the uniqueness of Sumenep batik, and use marketing strategies and utilize technology. The role of government is needed to increase production by increasing the frequency of batik training for young people in the Sumenep Regency. The government expected to stimulate the interest of young people to become batik by organizing related activities, such as batik design competitions. The government forms cooperatives or associations that facilitate the raw material needs of the batik industry so that the raw materials' acquisition price is more efficient. It can increase profits for batik entrepreneurs and artisans. The government provides batik galleries or centers as a marketing tool for batik production. In the era of regional autonomy, local governments expected to develop local policies to optimize the utilization of the economic potential of the Sumenep Regency by issuing

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Journal of Natural Remedies Vol. 21, No. 7(S3), (2020) regulations that support the development of the written batik industry that has high artistic and cultural values as the identity of Sumenep Regency. The next researcher expected to conduct research that can present the pattern of developing the written batik industry in Sumenep Regency so that it can increase the number of batik entrepreneurs in Sumenep Regency. Further researchers expected to conduct research that links printed batik with the tourism sector to increase the interest of tourists coming to Sumenep. Additional researchers advised expanding related research objects for the batik industry throughout the island of Madura.

ACKNOWLEDGE The author wishes to acknowledge and thank all members of the 2018 IMHA committee who assisted in the publication of this article.

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