Model Enhancement for Batik Artisan Empowerment through Customer Relationship Management Approach based on Information Technology

Abstract

Batik industry, has contributed significantly to economic growth in East Java. From 5.01% economic growth in East Java in 2009, approximately 53.4% are from small and medium enterprises that the majority of the artisans, which include batik craftsmen. (Disperindag Jatim: 2011). In the development of batik in Java encountered obstacles mainly related to marketing problems that real potential to enter the international market. To enter the global market need for empowerment of batik craftsmen who does not charge the craftsmen. One is the proper way to market batik to international markets. On this basis, this study aims to make batik craftsmen Empowerment Model Development approach based Customer Relationship Management Information Technology. To achieve these objectives used a qualitative approach involving multiple disciplines ie marketing management disciplines, accounting, social and informatics. This study aims to assess the pattern-based Customer Relationship Management Information Technology. Thus has determined several independent variables thought to affect the empowerment process of batik artisans, TAM, Relational benefits and Usage Intention. By using the models analsisis expected to be found if there is influence between the dependent and independent variables which are expected to further increase repeat purchases. The population is in Sidoarjo batik makers and Bangkalan. To achieve these objectives used a qualitative approach involving multiple disciplines ie marketing management disciplines, accounting, social and informatics. This study identifies the development of technology-based marketing model relational information that takes place in the region of the object of research. Which will be continued in the next year so that research results obtained batik makers can execute relational marketing activities based on information technology so that the results of this study can be used as a reference implementation of the model formulation of policy.

Keywords: Technology Acceptance Model, Customer Relationship Management, Marketing strategy.