BRANDING STRATEGY BENGKULU BESUREK BATIK THROUGH BATIK NATIONAL CARNIVAL

Abstract

This study aims to see the latest conditions related interests, competitiveness, and marketing of batik cloth Besurek Bengkulu after the holding of the National Batik Carnival activities by the Government of Bengkulu province on November 18, 2016. Where previously in 2014 Bengkulu city government has to gain success in holding event Batik Day celebrations Besurek. National Batik Carnival is an annual event organized by the city of Bengkulu. In addition this study is also to identify branding opportunities for Bengkulu Besurek batik cloth batik archipelago amid market competition which began to stretch, and to enhance the competitiveness of Batik fabric Besurek Bengkulu through branding strategy. As other regions in Indonesia, Bengkulu also has a batik fabric products that have patterns and motifs that are very typical. Batik cloth batik design Besurek an ancestor of Bengkulu patterned calligraphy by writing letters like the verses of the Qur'an is decorated with various symbols such as the Bengkulu area and rafflesia flower. As we know rafflesia flower that is a rare flower Bengkulu community pride. This research is exploratory and descriptive qualitative, which aims to describe a situation objectively. Data were obtained through interviews to the informant as well as examine the books and articles related to the theme of the research, which is about the branding strategy. The informants were determined by purposive sampling technique, which is the organizer of Bengkulu Batik Carnival is the Government of Bengkulu and custumer branding. Data collected in the form of opinions, perceptions and expectations of society as a customer branding, marketing principals, as well as government officials of the city of Bengkulu. The results of this study is the impact resulting from activities Batik National Carnival Bengkulu on brand Besurek Bengkulu