Strategi Pemasaran Produk Kerajinan Manik-Manik di Kelurahan Sipirok Godang Kecamatan Sipirok Kabupaten Tapanuli Selatan

Abstract

This study aims to determine the marketing strategy of beaded handicraft products in Sipirok Godang Village, Sipirok District, South Tapanuli Regency. These studies are qualitative research with descriptive methods. The subject of this research is the part related to the manufacture and marketing of beaded craft products with sampling of data sources carried out by snowboal and purposive. Data collection techniques were obtained from observations, interviews, documentation and literature studies. The data analysis technique includes data reduction, data presentation and conclusion drawing. The technique of checking and validating the data used extended participation, persistence of observation, triangulation and referential adequacy. The results showed that the marketing strategy for beaded craft products can be achieved by using a SWOT matrix analysis consisting of SO strategies, namely increasing market demand, increasing product innovation and creativity, adjusting prices with products produced, improving quality. products and make attractive promotions. The W-O strategy is to increase the marketing network, optimize the marketing department, find substitute materials and conduct training. S-T's strategy is to continue to innovate and improve product quality, expand marketing networks, and promote using the internet. The W-T strategy is to be fast and responsive if there are obstacles, to continue to improve internal and external relations of the beaded craft product business in order to outperform the competition with similar products. The research contribution aftar analyzing can be able to maintain and improve the quality of beaded products by continuing to innovate and be creative in order to outperform the competition between bead craftsmen, expand marketing networks by utilizing the internet/information technology in conducting promotions.