Inovasi Produk dan Digitalisasi Pemasaran Batik Lasem melalui Sistem Informasi E-Sekar Jagad

Abstract

Batik is a cultural heritage of the nation that has high economic value and is one of the leading sectors of Indonesia's creative industry. The development of digitalization requires batik businesses to adapt to modern technology and marketing strategies. The Lasem Laras Wastra Handmade Batik MSME in Sendangasri Village, Rembang Regency, faces obstacles in business management, product innovation, and conventional marketing, which has led to a decline in sales turnover. This community service activity aims to increase the competitiveness of partners through the implementation of training in innovative new batik motif designs based on three product levels (core, actual, augmented), as well as through the E-Sekar Jagad information system as a means of managing marketing, finance, and inventory. The implementation methods include socialization, training, information technology application, mentoring, and evaluation of results. The results of the activity showed an increase in the partners' competence in business management and digital marketing, the creation of two new batik motifs with exclusive packaging, and an increase in sales.  This activity proves that the integration of information technology and the creativepreneurship approach can strengthen the sustainability of local batik businesses and support the achievement of SDGs points 8 and 9 on sustainable economic growth and industrial innovation. The next recommendation for the batik MSME community service program is the development of web features integrated with the national marketplace, as well as intensive digital marketing training so that batik craftsmen can optimize sales on an ongoing basis.