STRATEGI PEMASARAN PRODUK LOKAL TENUN IKAT OLEH USAHA TOKO GLORA TANIMBAR DALAM MENINGKATKAN DAYA SAING

Abstract

This research is motivated by the existence of competition between entrepreneurs, especially in attracting consumer interest in products so that they can increase their business competitiveness. One way is to implement a marketing strategy. Marketing strategies must be formulated effectively in order to be able to create the right strategy as a top priority in the business being run to maintain its existence. This research was conducted with the aim of determining the marketing strategy of local woven ikat products by the Toko Glora Tanimbar business in increasing competitiveness and to determine what obstacles the Toko Glora Tanimbar business faces in its marketing strategy to increase competitiveness. The type of research used is descriptive research using a qualitative approach. The methods used in data collection are interviews and observations. The results of the study indicate that in increasing the competitiveness of the Toko Glora Tanimbar business in the Ikat Woven product business, it has used a marketing strategy that can be said to be very good. Because in the marketing strategy of the local Ikat Woven product business, Toko Glora Tanimbar uses several strategies, namely by conducting market segmentation, market targets, market positioning and marketing mix. In addition to implementing marketing strategies, the local Ikat Woven product business also experiences several obstacles in its marketing activities.