Conceptual Model in Creating a Sustainable Batik Industry Performance Due to the Impact of the Covid-19 Pandemic with Indicators of Dynamic Capability and Marketing Orientation and Digital Marketing as a Mediator

Abstract

Abstract
The Covid-19 pandemic has changed many things in the batik industry. At the beginning of
the pandemic, the batik industry immediately collapsed, especially the small-scale batik
industry, which has not utilized digital marketing. This research aims to create a conceptual
model for the creation of a sustainable batik industry located on the island of Java, Indonesia.
The use of dynamic capability indicators and marketing orientation is expected to answer the
sustainability of the batik industry on the island of Java, Indonesia. The research location was
chosen on the island of Java because it is the largest batik centre in Indonesia. This research
is based on a literature review from reputable scientific journals, plus literature on the
development of Batik SMEs. More than 235 literature sources are the material of this
research. Literature analysis is to find the relationship between one parameter and the tested
parameters to strengthen the hypothesis. The role of Digital Marketing, in addition to having
a direct relationship with Sustainable Industry Performance, is also a mediator in research
that provides dual functions in creating a sustainable batik industry. The initial research
results in the form of a concept model will be the basis of broader research with a broader
range of respondents

Keywords: Sustainable Industry Performance, Dynamic Capability, Marketing Orientation, Digital Marketing