The Protection Of Indonesian Batik Products In Economic .
Advances in Social Science, Education and Humanities Research, volume 1921st International Conference on Indonesian Legal Studies (ICILS 2018)The Protection of Indonesian Batik Products inEconomic GlobalizationDewi Sulistianingsih1a, Pujiono1bDepartment of Private and Commercial Law , Faculty of Law, Universitas Negeri Semarang (UNNES), Indonesiaadewisulistianingsih21@gmail.com, b Pujionosh@yahoo.co.id1Abstract— Batik is one of Indonesia’s cultural heritage whose existence has been recognized by UNESCO since 2009. Ithas become the identity and characteristic of Indonesia that needs to be preserved and developed. Indonesian peoplecan preserve it by recognizing its products’ existence and conducting development efforts by improving the quality ofits products. In Indonesia, batik has been passed down from generations by wearing, producing and marketing itsproducts. The article is the result of a study using a socio-legal method. The data collection was conducted throughinterview and observation techniques. The research subjects are batik business owners in Indonesia. This paper revealsthe challenges and obstacles faced by the local batik product business people in Indonesia in the face of economicglobalization. There have been legal efforts to provide protection for the Indonesian batik products. The problems arehow the protection is applied and how the country and the community perform the protection. The other objective ofthis paper is to analyze the readiness of the local batik businesspeople in Indonesia in the face of economic globalizationespecially from the legal perspective. The article exposes the batik business owners’ weaknesses and seeks to give soundsolutions which is hoped to be applied by the batik business owners in Indonesia in order to survive in the globalizationera. The solutions are considered to be able to answer challenges faced by Indonesia’s batik products to exist in theglobalization era.Keywords—Batik Products; Indonesia; Economic GlobalizationI.INTRODUCTIONThe people of Indonesia have been familiar with batikproducts. They are thought to have existed far beforeIndonesia as a nation was formed. Indonesian batik showsthe identity of Indonesia. The batik can be three kinds, i.e.handmade, print, and the combination of handmade and printbatiks (Ministry of Trade, 2012: 4). Batik is an ancientmethod of textile decoration which has been practiced inmany places all over Asia since prehistoric times (Haake,1989: 815). Indonesian people are accustomed to wearingbatik in their daily activities and in special moments. It canbe understood that why Indonesian people are so wellfamiliar with batik products. Indonesia is rich of cultures andarts, and batik is the misture between the cultures and arts inIndonesia. UNESCO has acknowledged that batik to beIndonesia’s cultural heritage since 2 Oktober 2009.A number of motifs have reached what can bereferred to as a classical level and since 2 October 2009,Indonesian batik has been recognized by UNESCO as aMasterpiece of the Oral and Intangible Cultural Heritage(Budi, 2016: 54). The acknowledgement opens oprtunitiesfor Indonesia to develop and preserve it as its culture. Thepreservation efforts focus on emphasizing that batik is thenational identity and strong characteristic. The batikdevelopment efforts are carried out through qualityenhancement of the batik products.Essentially, the batik production is by decorating thefabric surface using a wax-resist technique, applying wax asthe color rhythm, a pre-modern heritage technique whuch isup to this date able to overcome both advantegous anddisadvantegous conditions caused by modernity and becomesa contemporary tradition. The design of batik patterns and itsdiversity uses illustrate the diverse faces of the Javanesepeople that are constantly changing over time. The traces ofHinduism, Buddhism and Islam can be found in addition tothe ethnic and custom diversities that characterize them.Throughout batik history, migrants, adventurers andcolonizers have contributed their influences in Java and oneof their main artistic products is batik (Elliott, 2004: 22).This long history of batik deserves to be appreciated andpreserved as part of Indonesian culture. The culture ofproducing, using and marketing batik products is a must forthe people of Indonesia as a form of Indonesian pride.Indonesia batik products are timeless. This is the evidencethat the preservation efforts are successfully carried out.In addition to the preservation, the developmentefforts are also important to carry out. The development ofbatik products needs to be introduced to the next generationin Indonesian. Moreover, the batik products must also bedeveloped and marketed out of Indonesia as a form ofeconomic development of Indonesian society and a form ofappreciation of Indonesian culture.In the current era of globalization, it is important tosee batik products in the international arena. This is to provethe existence of Indonesian batik products as part of tradecommodities. Batik is made not only as a presentation of artand culture of Indonesian society but it can also be presentedto improve the Indonesian economy. However, it is not easyfor Indonesian batik products to become a tradingcommodity, especially in the current era of globalization. Itneeds a lot of preparation to be done either by Indonesiangovernment, batik emtrepreneurs, stakeholders, and evenIndonesian society in general.Copyright 2018, the Authors. Published by Atlantis Press.This is an open access article under the CC BY-NC license 98
Advances in Social Science, Education and Humanities Research, volume 192Batik entrepreneurs play an important role inintroducing Indonesian batik products to the internationalworld. They will compete not only internationally but alsoglobally. Internationally, they will only compete and marketthe products to one or two other countries (e.g. Malaysia,Singapore, Thailand). Globally, they are required to markettheir batik products to many countries in the world. Thisbecomes a challenge for them because it was possible forcompanies that have previously done internationalcompetition and that have a very strong national marketposition with the international market and lead theircompetitors in various countriesThe batik entrepreneurs in trading batik productsmake various efforts to interest their business partners. Theyneed to possess a broad understanding the batik business.They should be able to explain that batik is an originalculture of Indonesia that has great aesthetic and historicalvalues. Since generally the making of batik itself is verycomplicated and takes a long time, the price of batik isrelatively expensive (Lusianti, 2012: 14).The challenge that must be faced by the Indonesianbatik entrepreneurs is not only must they internationalize thebatik products but they must also survive in the globalcompetition. It is not easy for the products to go out into theglobal arena, given their strong local characteristics anduniqueness can not be customized significantly (but may bemodified by not eliminating their characteristics). Not allcountries can understand the art and culture found in batik.The batik entrepreneurs must be able to target the rightconsumers.II.RESEARCH METHODThis research is qualitative using a socio-legal approachmethod. The legal aspect of the research is the analysis ofhow the law, as a norm, for this time being is still unable toapply its regulations to develop local batik products in theeconomic globalization era. The social aspect of the researchis when the research is used to see clearly the realitiesexisting in the community about the development of localbatik products and their competitors in the market share. Inthis research, the data are obtained through observation,interview, literature research activities.III.RESULT AND DISCUSSIONA. The Preservation and Legacy of BatikThe batik products have two important perspectivesto be studied i.e. batik products in the perspective ofpreservation and legacy. The other perspective is that theyare traded products.The Indonesian people apply cultural values asfilters in acting and behaving in responding to the effects ofglobalization (Hindaryatiningsih, 2016: 108). Reviewingbatik product is similar to reviewing values. The Values ofbatik products are results of acculturation process among theJavanese, Hindu, and Islamic cultures added to culturalinfluences of immigrants (Pramono, 2013: 134). Batik is notjust a legacy of valuable goods with high selling value, but itis also a cultural symbol, through which Indonesia shows itsidentity.In the era of globalization of domestic culture needsto be developed and preserved so that the existing culture inIndonesia can be known domestically and in international.To survive in the exposure of globalization, the person ornation needs an identity (Rosyidah, 2016: 13). Batik productsare part of Indonesian identity. Batik is not just a legacy ofvaluables that have a high economic value, but batik also asymbol of cultural, and its identity of Indonesia (Moersid,2013: 122). Thats why Indonesia tries hard to make Batik asIndonesian Cutural Heritage (Iskandar, 2017: 1). It also aimsat revealing and explaining as well the importance of identityin globalization era. On every piece of batik cloth are amillion stories that have elements of art and history thatmake it worth preserving. The values contained in batikproducts have a very high philosophical level which is areflection of the values of Indonesian people.The concept of batik aesthetics today is no longerjust an identification but through emphasizing on the identityof batik, there is an extension of orientation that is no longeronly regional or national but has expanded to the global byredifining and repositioning themselves. In one hand, thetechniques, media and traditional design are preserved. Onthe other hand, the innovation, promotion and marketexpansion are carried out until the arena of culturalproduction is expanded by continuing the local negotiationpractices and global dialogue as sources of creativity(Elliott, 2004: 22). Batik products have been introduced aspart of Indonesian culture that is able to appreciate thecultural values of Indonesian people. Mass media are sometools to channel and introduce Indonesian batik products inthe national and international arenas. The mass media havethe role of introducing Indonesian batik products not only inthe national arena but also in the international arena.Batik is a masterpiece of our cultural heritage whichhas continued to flourished over the years and has shownsigns of becoming even more widespread boosted by thedynamic development in technology, aesthetics, andeconomy. Batik has developed to be an important industrythat contributes considerably to the Indonesian economythrough export (Ministry of Trade, 2008:1)In addition, in order that Indonesian batik productscan be accepted by the international market globally, it isnecessary to carry out various actions like to introduce batikproducts to international consumers. Batik products mustalso be able to provide satisfaction for the internationalconsumers. The steps to introduce Indonesian batik to thenational and international arenas have been carried out byIndonesian government, entrepreneurs, and the people ofIndonesia. The consumer satisfaction must be accompaniedby the product quality by using a good brand usage, rawmaterial selection, production process, packaging, andlabeling on the batik products.Batik products are the work of Indonesian cultureand inter-regional trade production as well as one ofIndonesia's mainstay export commodities. As one subsectorin creative industry, batik development can be seen fromvalue of exports and batik production continues to increaseovertime (Krisnawati, 2016: 190). The data from Ministry ofIndustry of Republic of Indonesia recorded that the exportvalue of batik products until October 2017 reached USD199
Advances in Social Science, Education and Humanities Research, volume 19251.15 million or increased from the achievement of the 1stsemester of 2017 which was USD 39.4 million. The mainmarket destinations were Japan, the United States, andEurope.The export activity has become one of Indonesiastrategies in increasing Batik to expand the market forIndonesian products. The activities of Indonesian Batikexport to foreign countries have quite a big influence onforeign exchange (Ningsih, 2015: 2). The value of batikexport even reached US 32.28 million in 2008, and US 10.86 million in the first three months of 2009 (Ulum, 2009:21). Reviewed from the data of Indonesian batik export valueto foreign countries from 2010- 2014, there had been asignificant increase in the export of batik. As a matter of fact,the export value of Indonesian batik in 2010 was as much as22 million USD, and then increased to 340 million USD in2014, which means there had been an increase by 1445% inthe last five years (Zahidi, 2017: 2). Increasing the number ofNational Batik exports will certainly help in generatingforeign exchange, it will be good on the national tradebalance (Hidayat, 2015: 2).B. The Readiness of Local Batik Entrepreneurs inIndonesiaThe globalization can both bring benefits and createa threat to the Indonesian economy. To protect itself,Indonesia implements a policy that can be profitable, at leastfor Indonesia. In Indonesia, some regions have implementeda policy to wear batik at certain occasions (such as: school,work environment, official events, etc.). This is done toimprove the usage of batik and improve the regionaleconomy through batik products.The raising of batik industry caused some multipliereffects to economics and socio cultural in Indonesia. In manyareas of industry, banking role has always beenthe manbehind the scene. Banking role in Indonesia also gives someencouragement and be part of batik industry development.Many national event has been created by some banks toencourage SME in batik industry to market their productinternationally (Steelyana, 2012: 116).Indonesia has a variety of batik products. There aremany areas in Indonesia that produce batik. There arePekalongan, Jogjakarta, Cirebon, Solo, Lasik, Kalimantan,Irianjaya batiks, etc. The local batik products are a valuableasset for Indonesia.The Government of Indonesia issued thePresidential Decree no. 33 of 2009 on National Batik Day.The issuance of the decree will imply the wearing of batik bythe civil servants, employees of SOEs, and privateemployees. They are required to wear batik clothes on Fridayor other days. School students on certain days are alsorequired to wear batik uniforms. This is a good step andopens a market share for batik producers.The competitiveness of a nation is determined bythe industry's ability to innovate and improve its capabilities(Elliott, 2004: 22). At the international level, Indonesia hasnot optimized itself to make the Indonesian batik productsexcel in the world of international business. The tightcompetition in the business world and a specific marketshare has not made Indonesia’s batik products dominate.There has not been any policy from the Indonesiangovernment that supports the Indonesia’s batik products toable to compete in the international arena until recently. It isnot necessarily because of Indonesia’s inability, but simplybecause Indonesian batik products face difficulties to besuccessful in the global business world. Preparation and amature strategy and support of all parties are necessary.In order that the Indonesian batik products able tocompete in the era of globalization, it is necessary to applysome concrete actions, namely: (1) preparing batik productswith national and international standards; (2) expanding themarketing through the online network and attending localand international exhibitions; (3) protecting the productswith the applicable law. These actions must be doneconsistently and have high continuity. If they are seriouslycarried out Indonesian batik products can undoubtedly existglobally.Nowdays, small and medium batik entrepreneurshave ever done cooperative marketing, they are: onlinemarketing, exhibition, customers networking, consignment,direct selling/showroom, door to door and sample of product(Maryam, 2015: 72).It can not be denied that in the era of globalizationlocal products must be able to compete with other productsin the international arena. To market the local productsabroad means expanding their marketing geographicalsegmentation. There certainly will be consequences towardsthe targeted market. Therefore, entrepreneurs need to reviewthe suitability between the product and the local market, interms of demographic segmentation, psychography, andconsumer behavior. This step is important to ascertain whatstrategy will be taken to gain market in other countries. Sincethen it will be able to know what values can be properlydelivered to the local market.Entrepreneurs must be able to create somthing newand different to provide new added value and new strength incompetition. If the old product is getting saturated, productinnovation must be done immediately. Innovation in newcreations will continuously give satisfaction to consumers(Suryana, 2013: 207). Batik as an Indonesian culturalproduct is durable and not static; over time, it communicatesculturally within the development of the society. Batikmotifs, for instance, continues to develop to win socialacceptance (Saddhono, 2014: 53). The aggressive flow ofimported Batik to Indonesia creates a big challenge for dization becomes one of the strategies to improvequality and competitiveness (Alhusain, 2015: 199)Indonesian batik products must have a competitiveadvantage. The inter-state trade, originally based on thetheory of comparative advantage, has now shifted into acompetitive advantage. The technological developmentallows countries that initially have no comparativeadvantage, can become a major producer of export productsthat have a competitive advantage. Therefore, Indonesianbatik products need to develop competitive advantage to beexported in global market.The theory of absolute superiority proposed byAdam Smith is in fact difficult to implement because there isno country that really has an absolute advantage over their200
Advances in Social Science, Education and Humanities Research, volume 192commodity. In addition, there are some countries that havean absolute advantage over the same commodity likeMalaysian, Chinese, Thai, Indian, and South African batikproducts, etc. Indonesia is not the only country that has batik.This fact can not be denied that Adam Smith's theory can notplay a good role for Indonesian batik products in the globalarena.Based on the comparative theory, Indonesian batikproducts will be unable to compete with the Chinese batikproducts which have relatively cheap price and wider marketshare. Indonesian batik products will be able to competeglobally if they have competitive advantage. So it isnecessary to perform 3 concrete actions that have beenmentioned that is to standardize batik products nationally andinternationally, expand market share, conduct legalprotection.Indonesia’s domestic markets were filled up byimported ‘batik’ products from other countries. Thoseimported products, which local batik communities mentionas (only) ‘textille with batik pattern/motifs,’ came fromChina and Malaysia (Sardjono, 2015). Imported Chinesebatik products circulating in Indonesia can be found in manyregions in Indonesia. It can be said that Indonesia is 'flooded'by Chinese batik products. Indonesia has never tried todecrease imported Chinese batik products, but made effortsto optimize batik Indonesia to have a competitive power.Local Batik has advantages compared to imported Batik, andbatik products have their own markets because of the abilityand the consumers choices to b
The Protection of Indonesian Batik Products in Economic Globalization. Dewi Sulistianingsih1a, Pujiono1b . 1Department of Private and Commercial Law , Faculty of Law. Universitas Negeri Semarang
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