Persepsi Pengrajin Batik Kapuronto Banyuwangi terhadap Penerapan Manajemen Kualitas dan Inovasi Produk dalam Meningkatkan Daya Saing

Abstract

This study is motivated by increasing business competition in the globalization era, which requires batik artisans to implement quality management and product innovation to enhance competitiveness. Batik has high cultural and economic value, yet small enterprises still face limitations in quality control, innovation, and marketing. This research aims to analyze the implementation of quality management and product innovation and their implications for the competitiveness of Batik Kapuronto in Banyuwangi. A qualitative approach with a case study design was employed. Data were collected through in-depth interviews, direct observation of the production process, and documentation, with informants selected purposively. Data analysis was conducted thematically through data reduction, data display, and conclusion drawing. The findings indicate that quality management is applied through raw material control, production standardization, and final inspection, while product innovation is reflected in the development of local-based motifs, the use of natural dyes, product diversification, and digital marketing. These practices increase consumer trust, expand market reach, and strengthen business competitiveness. The study implies that the integration of quality management and product innovation is essential for the sustainability of batik enterprises in the global market.