Strategi Komunikasi Pemasaran Sentra Tenun Prailiu dalam Meningkatkan Penjualan Kain Tenun Sumba Timur

Abstract

Woven fabric is a handicraft product inherited from generation to generation. Woven fabric can be weared as dress in dances at parties or in traditional events. Every motif on woven fabric has meaning both traditionally and culturally. The purpose of this study is to find out the marketing strategy and the factors that influence it. The method used in this research is descriptive qualitative method with data collection techniques using the method of interview, observation, documentation to obtain primary data and secondary data. As well as data analysis techniques carried out through reduction, presentation and drawing conclusions. The result shows that implementation of marketing communication strategies Prailiu Weaving Center uses a marketing mix consisting of product, price, place and promotion which includes sales promotion, face-to-face promotion and direct marketing. The marketing strategy of the Prailiu Weaving Center consists of marketing strategy analysis which includes opportunity analysis and competitive analysis, as well as the marketing process which consists of determining product segmentation, targeting and positioning. Factors that influence marketing activities consist of supporting factors and inhibiting factors from both internal and external environments.

Communication Strategy Through Traditional and Weaving Villages to Increase Cultural Promotion in East Sumba

“…This meaning then became one of the cultural values that the people in the three traditional villages tried to develop. To strengthen the delivery of meaning in the cultural promotion process, traditional village communities then carry out various traditional activities regularly and become symbolic actions to promote their culture as a process of conveying meaning that has been formed to wider community groups (Rambu Babang & Rachmad Rinata, 2019). This effort is also a way to introduce the cultural traditions of East Sumba so that they are better known to tourists and encourage other tourists to visit the three traditional villages after enjoying and being treated well by the community.…”

“…Apart from that, the existence of a weaving center encourages the promotion process and introduction of ikat weaving to be communicated well to tourists. Collaboration with Bank Indonesia in building weaving centers is also a form of communication strategy through collaboration with external parties, expanding communication channels that can be utilized and used by craftsmen to market their results (Rambu Babang & Rachmad Rinata, 2019). 232 Laely Indah Lestari, Evi Novianti, Yustikasari Nyimak Journal of Communication, Vol.…”

“…Traditional Sumba wastra is woven cloth produced from traditional weaving that has existed since ancient times. Traditional Sumbanese weaving is very unique and beautiful, where every motif produced has a deep meaning and tells stories from Sumbanese culture (Rambu Babang & Rachmad Rinata, 2019). Sumba's traditional waste can become a sustainable economic resource if it is developed well and managed professionally.…”

From Villages to World Markets: Women and E-Commerce in East Sumba, East Nusa Tenggara

“…In terms of readiness for change, women are known to be the most prepared and fast adaptive to change (Fauzi et al, 2020;Khairunnisa & Noer, 2020;Rambu Babang & Rachmad Rinata, 2019;Zhou & Johnston, 2020). The refinement of taste that women have that sometimes traps him to choose compromise rather than competition.…”

“…To improve this creative industry, the empowerment of women owners of this industry is carried out through various programs and technologies. One of the technologies applied is information technology, or known as e-commerce (Rambu Babang & Rachmad Rinata, 2019;Untari & Sanjaya, 2020).…”