Image Analysis: Performance Gaps of Batik Craft in Yogyakarta, Indonesia

Hengky, S. H.


This research’s aim is to explore performance gaps of attractiveness of the batik craft in Yogyakarta by using an image analysis, and at the same time, responding the expectation of Practitioners of the art and Philologist of University Gajah Mada. This quantitative research was conducted in Yogyakarta. The 360 respondents were collected by purposive, stratified sampling, and triangulation. The data was tabulated by the content analysis and focused on the image analysis. There is a small gap of the image analysis between the actual and the expectation of the tourists, which indicating that the expectation still a little bit over the actual. It means that the performance of batik craft can be further improved by innovating and adapting based on the market segmentation. Innovation and adaptation can be done as the batik craft fabric’s market competition concept, which returning to nature and using natural dyes and strive to meet market demand, friendly price, and environmental friendly. However, it is the right time to develop a white wood fiber as a raw material, which made by Indonesian’s batik craft fabric industry in addressing the raw material problem.

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Copyright (c) 2014 Hengky, S. H.

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Business Management and Strategy  ISSN 2157-6068

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