Strategi Pemasaran Kerajinan Topeng Ganongan  untuk Melestarikan Budaya Lokal

Adelia Arda Fitrarizqiany; Arik Dwijayanto

doi:10.37680/ssa.v0i0.5981

Adelia Arda Fitrarizqiany Institut Agama Islam Sunan Giri (INSURI) Ponorogo
Arik Dwijayanto Institut Agama Islam Sunan Giri (INSURI) Ponorogo

DOI: https://doi.org/10.37680/ssa.v0i0.5981

Keywords: Craft; Marketing; Strategy

Abstract

Ganongan crafts, which are one of the traditional cultural icons of Ponorogo, play an important role in maintaining and preserving local cultural heritage. However, technological developments and changes in consumer preferences threaten the sustainability of this craft. This article aims to explore various marketing strategies that can be used to maintain and develop ganongan crafts, so that they can continue to exist amidst modern product competition. This research was carried out using a qualitative descriptive method, using a case study approach on several craftsmen in Dukuh Mirah, Nambang Rejo village, Sukorejo, Ponorogo. This research found that the success of preserving Ganongan crafts was greatly influenced by the craftsmen's ability to adopt innovative and adaptive marketing strategies. Several strategies that have proven effective include strengthening brand identity through distinctive cultural stories, using social media to increase public awareness, and collaborating with various parties such as the government, the arts community and academics to expand marketing networks. Apart from that, product diversification by combining traditional and contemporary elements is also key in attracting the interest of the younger generation.

References

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson.

Fitriana, F., Hilman, Y. A., & Triono, B. (2020). Peran dinas pariwisata dan kebudayaan dalam upaya pelestarian kesenian budaya lokal. Jurnal Inovasi Ilmu Sosial Dan Politik (JISoP), 2(1), 1–10.

Hess.T. Matt, C. Benlian, A. & Wiesböck, F. (2016). Options for Formulating a Digital Transformation Strategy. MIS Quarterly Executive, 15(2), 123-139.

Hirschman, E. C. (1983). Aesthetics, Ideologies and the Limits of the Marketing Concept. Journal of Marketing, 47(3), 45-55.

Keller, K. L. (2009). Building Strong Brands in a Modern Marketing Communications Environment. Journal of Marketing Communications, 15(2-3), 139-155.

Kristiyana, N., & Rapini, T. (2017). Dinamika Usaha Pengrajin Reog Ponorogo. Jurnal Riset Akuntansi Dan Bisnis Airlangga Vol. 2. No. 1 (2017), 2(1), 149–164.

Lexy J. Moleong (2017) Metodologi Penelitian Kualitatif. Bandung: Remaja Rosdakarya.

Matthew B. Miles and A. Michael Huberman. (1994) Qualitative Data Analysis: An Expanded Sourcebook, 2nd ed. Thousand Oaks, CA: : Sage Publications.

Nurfaidah, G. D. S., Nasution, R. D., Hilman, Y. A., & Ridho, I. N. (2024). Upaya Dinas Pariwisata dalam Meningkatkan Resiliensi Pengrajin Reyog di Kabupaten Ponorogo. Jurnal Nasional Pariwisata, 14(1).

Pine, B. J. & Gilmore, J. H. (1999). The Experience Economy: Work Is Theatre & Every Business a Stage. Harvard Business Review Press.

Sari, A. P., & Sembiring, J.* (2021). Strategi Pemasaran Kerajinan Lokal dalam Meningkatkan Daya Saing di Pasar Global. Jurnal Ekonomi Kreatif, 13(3), 45-60.

Schiffman, L. G. & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson.

Setiyanto, A. (2017). Reog Ponorogo: Seni Tradisi, Simbol Budaya, dan Identitas Kolektif. Jurnal Kebudayaan, 15(2), 102-114

Simone, A. & Broega, A. C. (2017). The Impact of Culture on the Buying Process of Traditional Products. In Advances in Fashion and Design Research (pp. 65-72). CRC Press.

Yuliana, E.* (2019). Pemasaran Produk Kreatif Berbasis Budaya: Studi Kasus Kerajinan Tangan di Bali. Jurnal Pariwisata dan Budaya, 8(1), 77-89.

Yvonna S. Lincoln and Egon G. Guba (1985) Naturalistic Inquiry. Newbury Park, CA: Sage Publications.