Soft Innovation Strategy of Batik MSMEs in Indonesia

Abstract

Product innovation is novelty made on a product either completely new or developing from existing can be from physical products or product functions. There has been a lot of research on the relationship between innovation strategies and the competitive advantages of a company, both large and small and medium companies (MSMEs). The application of innovation strategies is also applied to MSMEs in Indonesia, one of which is batik MSMEs. Today's popular design innovations can be done with kansei engineering methods where consumer preferences can be detected. Batik design innovations have been carried out by several Batik MSMEs in Indonesia, but it needs to be examined whether most of the design innovations carried out already refer to consumer preferences or not. The method used is a descriptive method by tracing related references. The result obtained is that most batik design innovations have not been based on consumer tastes or preferences.