Pekalongan, a city known for its vibrant batik industry, is home to Pasar Batik Setono, a market that has long been a hub for selling traditional Indonesian batik. Located conveniently along the Pemalang-Pekalongan toll road exit, Pasar Setono has historically been a bustling marketplace where thousands of visitors flock daily to browse and purchase batik fabrics. However, in recent times, the market has experienced a significant decline in foot traffic due to the rise of online shopping and the convenience of Cash on Delivery (COD) services.
Once a beacon of activity, Pasar Setono now stands eerily quiet, like a fading light. The emergence of online shopping has posed a serious challenge to the traditional brick-and-mortar businesses in the market. Despite the dwindling number of visitors, the batik traders within Pasar Setono are determined to stay relevant amidst the onslaught of online shopping. They understand the need to innovate and adapt to the changing consumer behavior in order to survive in this competitive landscape.
One such trader is Darto, a seasoned batik seller who has been operating in Pasar Setono for over a decade. He recognizes the importance of providing a unique selling proposition to attract customers in the face of stiff online competition. By allowing customers to touch and feel the batik fabrics in person, Darto creates an immersive shopping experience that sets him apart from online retailers. This tactile advantage not only entices customers to visit his stall but also ensures their satisfaction with the quality of the batik they purchase.
„Here at Pasar Setono, customers can see and feel the batik fabrics I sell for themselves. This is different from buying online where customers only see photos,“ Darto explains as he showcases his collection of batik designs. In addition to his physical presence at the market, Darto leverages social media platforms to promote and showcase his batik products to a wider audience.
„I also promote my batik on social media with the help of my son, as I am not very adept at selling online,“ he adds. For many batik sellers at Pasar Setono, embracing technology is not just an option but a necessity to stay afloat in the evolving retail landscape. While the market may not be as bustling as it once was, there are still a few customers who frequent Pasar Setono in search of authentic batik fabrics.
Lina, a 33-year-old batik enthusiast and customer at Pasar Setono, emphasizes the importance of physically inspecting batik fabrics before making a purchase. „I never buy batik online because I need to feel the fabric myself to determine its quality. Plus, I can negotiate the price and choose from a wide variety of motifs when I buy directly from the store,“ she explains.
In conclusion, Pasar Batik Setono in Pekalongan may be facing challenges from the digital realm, but its traders are resilient and determined to preserve the traditional art of batik-making. By combining the tactile experience of shopping in person with the reach of social media marketing, these traders are finding ways to adapt and thrive in an increasingly online-driven market. As the batik industry continues to evolve, Pasar Setono remains a beacon of tradition and craftsmanship in the heart of Pekalongan.