Color and Motif Adjustment Strategies of Batik Cap in Overcoming Consumer Ambiguity for Batik MSME Sales Improvement in Jakarta

Strategi Penyesuaian Warna dan Motif Batik Cap dalam Mengatasi Ambiguitas Konsumen untuk Peningkatan Penjualan UMKM Batik di Jakarta

Abstrak

Objective: This study aims to examine color and motif adjustment strategies of batik cap in reducing consumer ambiguity to increase batik MSME sales in Jakarta.

Methodology: A A descriptive qualitative approach was employed with thematic analysis of 8 informants consisting of 2 batik cap MSME practitioners, 5 multigenerational consumers (ages 22–29 and 58–65), and 1 Visual Communication Design academic. Data were collected through in-depth interviews, field observation, and documentation studies.

Findings: The research identified three dimensions of consumer ambiguity: perceptual ambiguity (difficulty distinguishing stamped batik from digital printing), referential ambiguity (limited understanding of traditional motif meanings among younger consumers), and evaluative ambiguity (unclear cultural value due to inconsistent positioning). Successful MSMEs addressed these issues through segmented visual design, cultural bridging based on adaptation rather than adoption, and transparent production processes as quality signals. These strategies increased purchase conversion by 35–100%, expanded the consumer segment aged 20–45, and strengthened long-term trust with repurchase rates reaching 38%.