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Santi Susanti
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Bauran Pemasaran Amygdala Bamboo Dalam Mengenalkan Kerajinan Bambu Modern Santi Susanti; Pandu Watu Alam
Benefit: Jurnal Manajemen dan Bisnis Vol. 10 No. 1 (2025): Benefit : Volume 10 Juni No 1 tahun 2025
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/benefit.v10i1.9162

Abstract

This research aims to reveal the marketing mix applied by Amygdala Bamboo in marketing modern bamboo handicraft products to potential buyers. A descriptive qualitative method is used in this study. Primary data was obtained through interviews with the owner of Amygdala Bamboo, Harry Mawardi, and non-participatory observations at the production site of the Amygdala’s works in Mekarsari Village. Secondary data is collected through online and offline literature reviews and documents. The findings indicate that Amygdala’s bamboo crafts are produced in collaboration with bamboo artisans in Selaawi, Garut Regency. The unique designs give Amygdala Bamboo products a higher market value than existing bamboo products, enabling them to penetrate modern markets and increasing the income and welfare of the bamboo artisans in Selaawi who collaborate with Harry. Amygdala Bamboo applies the 4P marketing elements—product, price, place, and promotion—along with packaging to reach a wider audience. Instagram, YouTube, and Facebook are promotional media for Amygdala Bamboo products.
Co-Authors ACHMAD FAUZI Almira Gitta Novika Ati Sumiati Busman Edyar Destya Fitryana DEWI SETYANINGSIH Dian Puspita Sari Dinda Yuliana Erika Takidah Fitri Perdana Henny Noor Wijayanti Heru Ryanto Budiana Hidayatul Fateha Anni’Mah Hiprolis Sentosa Ichsan Fauzi Rachman Iis Tri Utami Indi Widiyanti Iwan Koswara Kismiyati El Karimah Mardi Mardi Marsofiyati Marsofiyati Marsofiyati Melania Wahyuningsih Muhammad Rifki Adinur Zein Pandu Watu Alam Putri Salsabila Mulyawan Qintari Setyaningrum Rachmaniar Rachmaniar Ratna Sariningsih Ridhlo Sakti Utomo Roselina Ramadhini Hasby Safa Putri Nurfitrialin Septi Lis Anandita Sri Zulaihati Suka Esih Susi Indriani Syahrul R, Syahrul Syaiful Najib Talytha Anastasya Teddy Kurnia Wirakusumah Tifani Nur Fadilah Tomi Agustian ‎ ‎ Yusuf Syaifulloh Zata Yumna Zhilan Dzulfiqar Sailan