Melirik Strategi Pemasaran Kerajinan Tenun Sutra Karang Buncing Jinengdalem pada Masa Pandemi COVID-19

  • I Gusti Ayu Dea Meitari Sekolah Tinggi Ilmu Ekonomi Satya Dharma Singaraja
  • I Made Sukadana Sekolah Tinggi Ilmu Ekonomi Satya Dharma Singaraja

Abstract

This study was aimed to determine strength and weakness of Karang Buncing silk weaving craft business in times of pandemic, and effective strategy marketing during a pandemic. This research conducted on Tenun Sutra Karang Buncing Jinengdalem at Banjar Dinas Tingkih Kerep, Jinengdalem Village, Buleleng Districts, Bali. Data was collected by interview method. Informants in this study are the owner of weaving, weaving artisan, and consumer. Data analysis was carried out by data reduction, data present, and conclusion. The result is (1) Strength (The products produced are diverse and have unique characteristics, affordable price where the price is worth with the product quality, the place is easy to find, and Promotion through personal selling and using social media facebook and Weakness ( there are weaving competitor, the competitor give cheaper price, road infrastructure is not adequate because the road is small, and the promotion is still not optimal) and, (2) The most effective marketing strategy during the pandemic is using the 4P marketing mix (product, price, place, promotion).

References

Assauri, S. (2015). Manajemen Pemasaran Dasar Konsep dan Strategi. Jakarta : Rajawali Pers. https://doi.org/https://doi.org/10.1109/ACC.2007.428223
Buchari Alma, (2007), Manajamen Pemasaran dan Pemasaran Jasa. Bandung : Alfabeta,
Izzaty, R. E., Astuti, B., & Cholimah, N. (1967). Angewandte Chemie International Edition, 6(11), 951–952., Analisis Bauran Pemasaran Usaha Kue Tradisional Dange Di Kecamatan Mandalle Kabupaten Pangkep, 5–24.
Kotler, P dan Armstrong, N. (2014). Prinsip-prinsip pemasaran. Jakarta : Erlangga, edisi 12 (jilid 1), terjemahan Bob Sabran.
Kotler, P. (2014). Manajemen Pemasaran, Analisis, Perencanaan dan Pengendalian. (Edisi Mile). Jakarta : Erlangga.
Kotler. (2002). No Title. Edisi Mile (Manajemen Pemasaran).
Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa. Edisi Ketiga. Jakarta : Salemba Empat, 96.
Puspo, G. (2009). Pemilihan Bahan Tekstil. Yogyakarta : Kanisius. https://www.researchgate.net/publication/333338833_Seni_dan_Budaya_Tenun_Ikat_Nusantara

Reni Damayanti. (2008). Strategi Peningkatan Omzet Penjualan. Jakarta : Gunung Agung, 148.
Schumpeter J. (1934). The Theory of Economic Development. An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle. Harvard U.
Suprihatiningsih. (2020). Prakarya dan Kewirausahaan Tata Busana Di Madrasah Aliyah.
Syardiansah. (2017). Pengaruh Fasilitas Harga,Lokasi dan Promosi terhadap Keputusan Sewa Lapangan Futsal oleh Mahasiswa. Samudra Ekonomi Dan Bisnis. 8. 681-683.
Tjiptono. (2019). Strategi Pemasaran Prinsip & Penerapan. Edisi 1. Yogyakarta ; Andy
Published
2022-08-25
Abstract viewed = 41 times
pdf downloaded = 86 times