Yogyakarta, February 11, 2023 - PK-197 Swarna Wastra, one of the Indonesia Endowment Fund for Education Agency (LPDP) scholarship recipients comprising 217 individuals, conducted digital marketing and marketplace training for the Kanthil Arum batik MSME group in Yogyakarta. The training took place at the Tara Hotel on Jl. Magelang, Kricak, Tegalrejo, Yogyakarta, from 08:00 to 14:30 WIB on Saturday, February 11, 2023.
PK-197 Swarna Wastra, who were accepted into various domestic and international higher education institutions for Master's (S2) and Doctoral (S3) degrees, are part of LPDP's scholarship program initiated by the Ministry of Finance of the Republic of Indonesia.
As part of their responsibilities, PK-197 Swarna Wastra initiated and conducted a social project under the theme "Pesona Corak Nusantara," representing the social, legal, cultural, and political aspects of Indonesia. Given the theme's connection with traditional Indonesian textiles, batik was chosen to represent Indonesia's unique fabrics.
The choice of batik as the primary focus of the activity led PK-197 Swarna Wastra to explore Yogyakarta, one of Indonesia's largest batik producers. The Kanthil Arum Batik Community, located in Kricak Village, Tegalrejo Subdistrict, Yogyakarta City, was selected for the training.
Several considerations for choosing Kanthil Arum among other batik groups include:
- Having unique batik motifs such as the kricak (split stone), kanthil flower, and jasmine motifs.
- Possessing human resources capable of engaging the community in producing and marketing batik fabrics.
- Holding a Business License Number (NIB) and in the process of registering the Intellectual Property Rights (HAKI) for the distinctive kricak motif.
- The potential for generational succession with millennial involvement.
- Having significant potential for sustainable business due to the increasing demand for Indonesian specialty products.
After observing and discussing with the community members, digital marketing and marketplace training were chosen as the core activity of PK-197 Swarna Wastra's social project. It was noticed that Kanthil Arum faced challenges in marketing its products due to limited market reach and insufficient product branding.
Before the training event commenced, attendees were treated to dance performances and monologues by Kanthil Arum representatives. The event was inaugurated with addresses from Mrs. Andar Ramona Sinaga, Head of LPDP's Scholarship Selection and Recruitment Division, who attended virtually. She highlighted that LPDP fully supports the "Helping MSMEs Level Up" theme as it contributes to the local economy and enhances competitiveness.
Subsequent speeches were delivered by representatives from the Yogyakarta Manpower and Transmigration Office, Yogyakarta Industry, Cooperative and SME Office, and Tegalrejo's Government Representative. All levels of the Yogyakarta City Government expressed strong support for the development of Kanthil Arum and specifically for PK-197 Swarna Wastra's social project.
Two speakers conducted the training sessions. Dila Maghrifani, owner of D'Group and an academician from Universitas Negeri Surakarta (UNS), delivered the session titled "Understanding Theory and Practice of Digital Marketing." She emphasized the need for precise marketing strategies that begin with specific target markets, unique product branding, extensive online promotion through various channels, and competitive pricing and product quality.
With an interactive and lively presentation style, Dila also pointed out that the Indonesian market is expansive due to its diverse segments and substantial population.
The second session was led by Yoga Aria Seta, who covered "Digitalization and Innovation of MSMEs for Local Product Growth." Yoga discussed the principles of digital marketing through the Shopee marketplace platform. He demonstrated how to sell on Shopee, from setting up a seller account to posting products. Participants utilized this session to ask numerous questions to the speakers.
Following the conclusion of the two training sessions, the event continued with the symbolic presentation of plaques to the speakers as a token of appreciation from the organizers. Additionally, symbolic equipment assistance was provided to Kanthil Arum, including a package of batik-making equipment, folding tables, gas stoves, and glass display cabinets for products.
The training was attended by 40 participants, comprising 37 women and three men, ranging in age from 23 to 50 years old. The participants were engaged in various businesses and occupations, including 19 batik producers, 19 culinary entrepreneurs, one small grocery store owner, and one student.
Furthermore, a memorandum of understanding (MoU) was signed between Tara Hotel and Kanthil Arum for marketing cooperation, specifically for the display of Kanthil Arum products in the hotel lobby using the glass display cabinet provided by PK-197. The event concluded with a group photo of all participants, organizers, speakers, and invited guests.
Representatives from the Yogyakarta Department of Social Affairs, Manpower, and Transmigration, the Yogyakarta Industry, Cooperative, and SME Office, Tegalrejo Subdistrict Government Officials, Kricak Village Officials, Mata Garuda DIY, Dimas Diajeng Yogyakarta, and several media outlets such as Harian Tribun Jogja, Harian Radar Jogja, and RBTV Yogyakarta also attended the training event.
The follow-up to this training includes a six-month mentoring program by PK-197 awardees, especially those studying in Yogyakarta, for Kanthil Arum. This mentoring will involve periodic evaluation and motivation sessions, as well as follow-up assistance from Shopee Indonesia in Yogyakarta regarding the utilization of the Shopee marketplace for Kanthil Arum's marketing.
PK-197's social project successfully applied pentahelix synergy by integrating five elements to support the development of Kanthil Arum: business actors, communities/society, government, academia, and mass media.
The event was publicized through a post-event video that will be shared on PK-197's social media platforms and with all members of the cohort. Media coverage of the event has already been featured in Harian Tribun Jogja and Harian Radar Jogja through news articles, as well as on RBTV Yogyakarta through a news video segment.
