Innovation and Marketing Strategy for Batik Products In The Industrial Age 4.0

Indonesia is currently entering an industrial revolution characterized by digital systems in various fields. Changes that occur are the existence of human movement as a subject in the growth and development of the economy, has undergone a shift slowly but surely, will be replaced by mechanical automation and technology digitalization. Change always creates competition among business people. For that, we need the right strategy in developing the business. Batik is a product of Indonesian national culture that continues to develop in its history and, is the result of human creativity, taste and, intention to meet human needs that continue to evolve in the era. Hasan Batik, Komar Batik, Anggraeni Batik, and Sekar Putri Batik are four of the many batik industries in Indonesia, trying to make changes by innovating on more modern product designs, combining new creations, designing in a contemporary, unique, thematic, and following fashion trends, so they can produce higher product values. Fast and precise marketing is an effort made by the industry today, but in fact, traditional marketing still has a role that is not less important than a digital system. This study uses a descriptive method with a qualitative approach. This study it was found that by continuously innovating products and, implementing product marketing appropriately, it would be the right strategy for the industry in maintaining the position of products in the market. Thus excellence will be achieved.