Analysis of The Effectiveness of Marketing Strategies on Bamboo Fan Crafts in Tanjung Tambak Village, Tanjung Batu District, Ogan Ilir Regency
Keywords:
English, Marketing Strategies, Bamboo Crafts, Rural Artisans, Market Development, Ogan IlirAbstract
This study analyzes the effectiveness of marketing strategies for bamboo fan crafts in Tanjung Tambak Village, Tanjung Batu District, Ogan Ilir Regency. Using a qualitative approach and field research methods, the study explores how local artisans implement marketing strategies to enhance product competitiveness and reach broader markets. Data were collected through in-depth interviews with craftsmen, distributors, and consumers and direct observations of production and sales processes. The findings reveal that traditional marketing methods, such as direct selling and local market participation, are dominant but face challenges in expanding customer reach. Social media and digital platforms are underutilized, despite their potential to improve market penetration. The study highlights the need for training and support in digital marketing to empower artisans and enhance the visibility of bamboo fan crafts. Furthermore, collaborative efforts with local government and tourism initiatives are identified as strategic steps to promote these crafts as cultural and economic assets. This research contributes to understanding effective marketing strategies for sustaining and developing local craft industries in rural areas, emphasizing the importance of innovation and adaptability in overcoming market challenges.
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