Strategi Bauran Pemasaran Pada Anyaman Rotan di Desa Candi Laras Kecamatan Candi Laras Selatan Kabupaten Tapin

Abstract

Since the last era of new order, the Indonesian development shifted to industrialization. One of the industry sectors is rattan industry which contributed export value USD 21.4 million in 2011. In South Kalimantan, the rattan industry is relied on the small scale industry who has difficulty in product marketing. Thus, the study is purposed: (1) to identify the type of marketing strategy; (2) to determine the priorities sequence on the marketing; and (3) to determine the appropriate marketing strategy priority of the woven rattan marketing at the study area. Based on the problems of the marketing mix strategy, the product is sold into three alternative markets, ie.: traditional market, exhibition/expo , and souvenir shop. The product mix strategy priority as the main priority is the marketing through traditional market (score 0.207) and souvenir shop (score 0.093). Meanwhile, the main priority of distribution mix is the marketing to exhibition, which is scored 0.254.