STRATEGI PEMASARAN UNTUK MENARIK MINAT WISATAWAN TERHADAP KERAJINAN PERAK DI DESA CELUK, KABUPATEN GIANYAR

I Ketut Rusdiarnata, RUS (2021) STRATEGI PEMASARAN UNTUK MENARIK MINAT WISATAWAN TERHADAP KERAJINAN PERAK DI DESA CELUK, KABUPATEN GIANYAR. Masters thesis, Universitas Udayana.

Text TESIS (RUSDI) .pdf Download (4MB)

Abstract

ABSTRACT Silver handicraft industry as one of the industries targeting tourists as its target market. The most famous silver handicrafts in the province of Bali are produced in Celuk Village, Gianyar Regency. To redevelop the silver handicraft industry in Celuk is an appropriate strategy to formulate by utilizing opportunities and strengths to minimize weaknesses and threats. This study aims to identify internal and external factors that influence silver handicrafts in Celuk Village. The method used in this research consisted of Observation, Interview, Documentation and Questionnaire. This research is a qualitative and quantitative study using IFAS, EFAS, SWOT, and QSPM matrices in determining strategy. The results showed that the main strength of silver craft is that its typical characteristics, uniqueness and attractive design. The biggest weakness is the workforce training program which lack of digital promotion skills, external factors which become the main opportunity, namely the development of technology as a marketing tool and the biggest threat is the number of competitors in the silver handicraft sector. From the results of the IE matrix analysis the general strategy is obtained namely market penetration and product development. While the results of the SWOT analysis obtained 13 alternative strategies and priority strategies chosen are developing digital promotions through the internet and social media. Keywords: silvercraft, internal and external factors, marketing strategy

Actions (login required)

View Item