Analisis Orientasi Kewirausahaan Berbasis Kearifan Lokal Untuk Meningkatkan Kinerja Pemasaran Pada Pengrajin Keben Di Banjar Tanggahan Peken Desa Sulahan Kecamatan Susut Kabupaten Bangli

Abstract

The application of entrepreneurial orientation is important for economic actors.The intense competition requires businesses to innovate constantly. The innovation carriedout certainly does not forget the values of local wisdom found in the local community. This condition led the keben craftsmen in the Tanggahan Peken banjar to implement anentrepreneurial orientation based on local wisdom. Studies on local wisdom are mostlyassociated with positive values, habits and traditions of a society from a social, cultural andenvironmental perspective. Keben as one of the tools for Hindu offerings to God Almighty isalso commonly used at other traditional events, so keben has a meaning that is closely relatedto the implementation of ceremonies and customs. Innovation in the making and design ofkeben is very necessary considering that the craft of keben is the mainstay of the people'seconomy in the Banjar Tanggahan Peken which is the majority of the people's livelihoodsthere. Every form of keben and style that decorates it is taken from the values of the localwisdom of the local community. This study aims to analyze the entrepreneurship orientationbased on local wisdom as an effort to improve the marketing performance of keben craftsmenin Banjar Tanggahan Peken. This study uses a qualitative method using interview researchinstruments, observation and documentation studies. The results of data analysis in this studyused descriptive qualitative. The results of the study explained that 1) the development ofkeben handicraft business in Banjar Tanggahan Peken experienced ups and downs, from thenumber of craftsmen having decreased, but from the number of collectors experiencing anincrease. 2) The application of entrepreneurship orientation based on local wisdom canimprove the marketing performance of keben craft business, this requires the craftsmen toalways innovate, be proactive and be brave to take risks.

Effect of Logistic Support on Marketing Performance for Competitive Advantage

“…Companies with good performance in terms of logistics support and marketing performance will be able to develop business, have business sustainability, and have competitive advantages. In this case, good company performance can be used as a guideline in operating a business efficiently in order to gain competitive advantage and business sustainability (Handayani & Amrita, 2020).…”