Strategi Pemasaran Katalog Produk (Studi Kasus Pengrajin Bambu Sukodono Sragen)
Abstract: The promising
prospect of bamboo industry is now evolving not only become handicrafts and
small enterprises. Stakeholders of bamboo industry need to pay attention on the
potency of this industry for its eco-friendliness, expediencies, and
advantages. The bamboo industry in Sragen Regency for instance, develops
properly but still faces marketing problems as its primary obstacle. Bamboo
craftsmen are commonly supplying products based on customer orders. This study
identifies the use of catalogue media to promote bamboo product in Sragen
Regency. Using study case for descriptive qualitative, this research clarifies
that bamboo craftsmen in Sragen Regency need support for development process.
The catalogue arrangement process is started from identification of existing
products, containing product name, size, usage, and price. Information of
producer profile such as name, address, and telephone are equally important
attributes for the catalogue. All information in the catalogue must represent profile
and accessibility of the related product in order to attract consumers, and
practically for its ease of marketing process. These long process, and bamboo
handicraftsmen commitment in promotion obstruct this study to determine the
efficency of the catalogue in raising bamboo market.
Keywords: Bamboo
craftsmen, marketing, catalogue
Penulis: Aflit Nuryulia
Praswati, Syamsudin, Muzakar Isa, Tulus Prijanto
Kode Jurnal: jpmanajemendd161243
