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All Journal At-Thariqah Jurnal Ekonomi
Rani Rahmania Muslimin
Prodi Ekonomi Syariah IAIN Sorong Papua Barat Daya, Indonesia
Decision Sciences, Operations Research & Management

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Peran Kearifan Lokal Dalam Meningkatkan Pemasaran Produk Lokal Di Pasar Tradisional Warmon Aimas Rani Rahmania Muslimin
At-Thariqah: Jurnal Ekonomi Vol. 6 No. 1 (2026): At-Thariqah: Jurnal Ekonomi
Publisher : Prodi Ekonomi Syariah IAIN Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47945/at-thariqah.v6i1.3293

Abstract

This study aims to analyze the role of local wisdom in improving the marketing of local products at the Warmon Aimas Traditional Market, Sorong Regency. The research employs a qualitative method with a descriptive approach, using observation, interviews, and documentation as data collection techniques. The findings indicate that local wisdom is still applied in trading activities, such as bargaining practices, honesty, friendliness, and strong social relationships between traders and consumers. These values contribute to building trust, increasing customer loyalty, and supporting the effectiveness of local product marketing. However, the marketing of local products still faces challenges, particularly due to competition from products originating from outside the region, which are more diverse and better able to meet market demands. Therefore, optimizing local wisdom as a culture-based marketing strategy is essential to enhance competitiveness, product value, and the sustainability of local products. This study is expected to contribute to the development of marketing strategies based on local wisdom in order to promote local economic growth.
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