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All Journal Sadharananikarana: Jurnal Ilmiah Komunikasi Hindu Samvada: Jurnal Riset Komunikasi, Media, dan Public Relation Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Febriyani, Ida Ayu Indah
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Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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KOMUNIKASI PEMASARAN PRODUK LOKAL DI KAWASAN PURA SURANADI Febriyani, Ida Ayu Indah
Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 3 No. 7 (2025): Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Publisher : Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Kawasan Pura Suranadi di Lombok Barat memiliki perpaduan unik antara nilai religius, budaya, dan keindahan alam, sekaligus menjadi pusat produksi dan penjualan produk lokal yakni dodol buah, pecel, rujak, pelecing dan sate bulayak. Penelitian ini bertujuan untuk menganalisis komunikasi pemasaran yang diterapkan dalam pemasaran produk lokal di kawasan tersebut, serta dampaknya terhadap peningkatan penjualan dan pertumbuhan ekonomi masyarakat. Pendekatan yang digunakan adalah kualitatif deskriptif dengan metode observasi partisipatif dan wawancara semi-terstruktur terhadap penjual dan pembeli produk lokal. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran yang diterapkan meliputi pemasaran melalui mulut ke mulut, personal selling, promosi penjualan, pemanfaatan media sosial seperti WhatsApp dan Facebook, serta platform digital Shopee. Strategi-strategi ini terbukti efektif dalam memperluas jangkauan pasar, membangun citra positif, meningkatkan kepercayaan konsumen, serta menciptakan loyalitas pelanggan.
Komunikasi Pemasaran Pakaian Adat Bali Melalui Facebook Bagi Pelaku UMKM di Kota Mataram Febriyani, Ida Ayu Indah
Samvada : Jurnal Riset Komunikasi, Media, dan Public Relations Vol 4 No 2 (2025): Vol 4 No 2 (2025): Samvada November 2025
Publisher : IAHN Gde Pudja Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53977/jsv.v4i2.3309

Abstract

The existence of online marketing can help in promoting and marketing products offered to the entire community. Similar to marketing carried out by Balinese traditional clothing traders, Facebook is used to market their products. This study aims to produce a form of marketing communication for Balinese traditional clothing through Facebook for effective MSMEs in Mataram City, identify and analyze the inhibiting factors for the use of Facebook in marketing communication for Balinese traditional clothing for MSMEs in Mataram City and find and analyze solutions to the obstacles to the use of Facebook in marketing communication for Balinese traditional clothing for MSMEs in Mataram City. The results of the study indicate that the effective forms of marketing communication for Balinese traditional clothing through Facebook in Mataram City are advertising, sales promotion, public relations & publicity and personal selling. The inhibiting factors faced are physical barriers, semantic barriers, obstacles can also come from internal barriers, process barriers originating from the message sender. The solution to overcome the obstacles of using Facebook in marketing communication of Balinese traditional clothing for MSMEs in Mataram city is to provide all the facilities needed for online marketing, for example the availability of wifi or the use of a starter card that has a strong internet network, using the right language, creating another account, consumers coming directly to the location of the Balinese traditional clothing shop, using the right language, coming directly to the shop location, conducting training, namely photography training.
Komunikasi Pemasaran Pakaian Adat Bali Melalui Facebook Budawati, Ni Putu Sudewi; Febriyani, Ida Ayu Indah
Sadharananikarana: Jurnal Ilmiah Komunikasi Hindu Vol 7 No 2 (2025): Vol 7 No 02 (2025)
Publisher : Institut Agama Hindu Negeri Gde Pudja Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53977/sadharananikarana.v7i2.2940

Abstract

Abstract The development of information technology has changed conventional sales to online sales. Social media is widely used as a product marketing medium. The existence of online marketing can help in promoting and marketing the products offered to all people. Similar to the marketing carried out by Balinese traditional clothing traders, Facebook is used to market their products. This study aims to produce an effective form of marketing communication for traditional Balinese clothing through Facebook in the city of Mataram, identify and analyze the inhibiting factors of using Facebook in marketing communications for Balinese traditional clothing in the city of Mataram and find and analyze solutions to the obstacles to using Facebook in marketing communications for Balinese traditional clothing in the city of Mataram. This study used a qualitative method while the data were obtained from observation, interviews and documentation. The results showed that the effective form of marketing communication for traditional Balinese clothing through Facebook in the city of Mataram were advertising, sales promotion, public relations & publicity and personal selling. Inhibiting factors faced are physical barriers, sematic barriers, obstacles can also come from internal barriers, process barriers that originate from message senders. The solution to overcome the barriers to using Facebook in marketing communications for traditional Balinese clothing in the city of Mataram is to provide all the facilities needed in online marketing, for example the existence of wifi or the use of pedana cards that have a strong internet network, use the right language, create other accounts, consumers visit directly location of a traditional Balinese clothing shop, use of the right language, directly visiting the shop location, training namely photography training. Keywords: marketing communication, Balinese traditional clothing, facebook.
Co-Authors Budawati, Ni Putu Sudewi