ANALISIS STRATEGI PEMASARAN UMKM KERAJINAN GERABAH DI DESA KUNDISARI, KECAMATAN KEDU, KABUPATEN TEMANGGUNG
DOI:
https://doi.org/10.71282/jurmie.v2i9.962Keywords:
Marketing Strategy, UMKM, Pottery, Creative Economy, Kundisari Village.Abstract
This study aims to analyze the marketing strategies implemented by pottery craft MSMEs in Kundisari Village, Kedu District, Temanggung Regency, and identify the obstacles faced in business development. Using descriptive qualitative methods, data were collected through observation, in-depth interviews, and documentation with three key informants. The results indicate that the dominant marketing strategy still relies on word-of-mouth marketing and direct sales at production sites, with limited participation in local exhibitions and collaboration with souvenir shops. The use of social media is still minimal and unstructured. The main obstacles faced include limited market reach, lack of product innovation, minimal use of digital technology, limited capital, price competition, logistical constraints, and fluctuating income. This study recommends optimizing digital marketing, product innovation, diversifying distribution channels, and increasing access to capital to support the competitiveness of pottery MSMEs.
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