MARKETING STRATEGY OF BRICK BUSINESS IN IMPROVING COMMUNITY WELFARE IN JAMPUE VILLAGE, PINRANG: Strategi Pemasaran Usaha Batu Bata Dalam Peningkatan Kesejahteraan Masyarakat Desa Jampue, Pinrang

Anjeli (IAIN PAREPARE)
St. Aminah (IAIN Parepare)
I Nyoman Budiono (IAIN Parepare)

Continuum: Indonesian Journal of Islamic Community Development
Vol. 3 No. I (2024): Continuum: Indonesian Journal Islamic Community Development

Brick business is one of the local economic sectors that is widely engaged in by the local community. This business is considered capable of improving community welfare and is easy to develop, so that the community can become more independent. Because it has a low loss rate and does not require high costs with many benefits.This study aims to identify marketing strategies implemented by brick entrepreneurs to improve the economic welfare of families in the Jampue Village community. The method used in the study is qualitative with a descriptive approach. The results of the study show that marketing strategies that are carried out directly, such as primary and selective needs strategies, can encourage increased income and living standards for local communities. Although there are still several obstacles faced in innovation and expanding market reach.