Product Innovation of Batik Giriloyo MSMEs, Bantul Regency, Yogyakarta

Abstrak

The Batik Production Center of Giriloyo, located in Bantul, Yogyakarta, faces several pressing challenges, including limited market access, low levels of product innovation, and minimal utilization of digital technology in the context of an increasingly globalized era. This community engagement program aims to enhance the competitiveness of Batik Giriloyo’s micro, small, and medium enterprises (MSMEs) by providing training in design innovation, product diversification, the use of natural dyes, as well as strengthening digital marketing and establishing international partnership networks. The outcomes of this initiative indicate an increase in artisans' creativity in developing new motifs, the adoption of modern packaging, and an expansion of market reach through social media, online marketplaces, international webinars, and the development of reseller networks abroad. Product innovation and digitalization in marketing have proven effective in reinforcing the presence, sustainability, and cultural identity of Batik Giriloyo’s MSMEs, and may serve as a source of inspiration for other batik centers across Indonesia.