4P Strategy Analysis in Songket Weaving Marketing

Oct 13, 2025 by wbrum.org 73 views

Introduction

The weaving tourism village in Batu Bara Regency, North Sumatra Province, is renowned for its exquisite songket weaving produced by talented female weavers. These skilled artisans not only create valuable works of art but also face numerous challenges in marketing their products. This study aims to analyze the marketing communication strategy implemented by weavers, identify obstacles in the strategy, and find an effective marketing communication model.

Background

The tourism village in Coal Regency has been a hub for songket weaving, with women playing a crucial role in preserving this traditional craft. However, despite their efforts, the weavers struggle to market their products effectively, leading to a decline in sales. This study seeks to understand the marketing communication strategy employed by the weavers and identify areas for improvement.

Methodology

This study employed a qualitative approach with a descriptive method. Five main informants, comprising women's weavers and songket cloth marketers in Coal, as well as two triangulation informants, namely the Head of Tourism and the Chairperson of the Tourism Awareness Group (Pokdarwis), were involved in the study. Data collection methods included observation, in-depth interviews, and documentation.

4P Strategy Analysis in Songket Weaving Marketing

Products

Songket weaving not only serves as a consumption good but also as a representation of local culture. The weavers strive to maintain the quality and uniqueness of their products, making them attractive to the market. The products are designed to reflect the cultural heritage of the region, making them a valuable asset for the community.

Price

Determining the right price is a significant challenge for the weavers. They must consider the cost of production and the purchasing power of consumers while maintaining the cultural values contained in each strand of fabric. The weavers must balance the need to generate revenue with the need to preserve the cultural significance of their products.

Place

Product sellers and marketing are carried out in strategic locations such as tourist markets and handicraft exhibitions. The utilization of tourist attractions also plays an important role in increasing product visibility. The weavers have established relationships with buyers and other stakeholders, making it easier to access larger markets.

Promotion

The use of platforms such as Instagram and Facebook allows the weavers to reach a wider market. Social media has become an essential tool for promoting their products and connecting with potential customers. The weavers have leveraged social media to showcase their products, share their stories, and build a community around their brand.

Constraints in Marketing Strategies

Despite the efforts of the weavers, several obstacles hinder their marketing strategies, including:

Physical Barriers

Inadequate infrastructure in the village hinders access to larger markets. The lack of transportation and communication facilities makes it difficult for the weavers to reach potential customers.

Status Obstacles

Community perception of women as weavers is often considered one-sided, affecting self-confidence and support for their products. The weavers face stereotypes and biases that limit their ability to market their products effectively.

Cultural Barriers

The existence of cultural norms that regulate gender roles sometimes makes it difficult for the weavers to participate fully in marketing activities. The weavers must navigate complex cultural expectations and traditions to promote their products.

Effective Marketing Communication Model

From this study, it was found that the marketing communication model used by female weavers was a direct sales model. They established good relationships with buyers, fellow weavers, and other related parties, creating trust and loyalty among consumers. This approach has been effective in increasing sales and promoting the products.

In addition, the marketing strategy is divided into two categories: offline and online marketing. Online marketing through social media provides broader access to reach potential consumers. Promotional offers or discounts on products are also an important strategy in attracting buyers' attention.

Conclusion

This study highlights the importance of effective marketing communication strategies for women's weavers in increasing songket weaving sales in the tourism village of Coal Regency, North Sumatra Province. The 4P strategy analysis revealed the challenges faced by the weavers in marketing their products, including physical, status, and cultural barriers. The effective marketing communication model employed by the weavers has been successful in increasing sales and promoting their products.

Recommendations

Based on the findings of this study, the following recommendations are made:

The weavers should continue to leverage social media platforms to promote their products and connect with potential customers.
The weavers should establish relationships with buyers and other stakeholders to create trust and loyalty among consumers.
The weavers should navigate complex cultural expectations and traditions to promote their products effectively.
The weavers should consider partnering with local organizations and businesses to access larger markets and increase sales.

By implementing these recommendations, the weavers of women in the Weaving Tourism Village are expected to overcome the obstacles encountered and increase their songket weaving sales. This effort not only has an impact on economic improvement but also preserves a very valuable local culture.

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the marketing communication strategy implemented by women's weavers in the tourism village of Coal Regency, North Sumatra Province, identify obstacles in the strategy, and find an effective marketing communication model.

Q: What is the significance of this study?

A: This study is significant because it provides insights into the marketing communication strategy employed by women's weavers in the tourism village of Coal Regency, North Sumatra Province. The study highlights the challenges faced by the weavers in marketing their products and provides recommendations for improving their marketing strategies.

Q: What are the 4P strategies employed by the weavers?

A: The 4P strategies employed by the weavers include:

Product: The weavers strive to maintain the quality and uniqueness of their products, making them attractive to the market.
Price: The weavers must consider the cost of production and the purchasing power of consumers while maintaining the cultural values contained in each strand of fabric.
Place: Product sellers and marketing are carried out in strategic locations such as tourist markets and handicraft exhibitions.
Promotion: The use of platforms such as Instagram and Facebook allows the weavers to reach a wider market.

Q: What are the constraints in marketing strategies faced by the weavers?

A: The weavers face several constraints in marketing strategies, including:

Physical Barriers: Inadequate infrastructure in the village hinders access to larger markets.
Status Obstacles: Community perception of women as weavers is often considered one-sided, affecting self-confidence and support for their products.
Cultural Barriers: The existence of cultural norms that regulate gender roles sometimes makes it difficult for the weavers to participate fully in marketing activities.

Q: What is the effective marketing communication model employed by the weavers?

A: The effective marketing communication model employed by the weavers is a direct sales model. They established good relationships with buyers, fellow weavers, and other related parties, creating trust and loyalty among consumers.

Q: What are the recommendations for improving marketing strategies?

A: The following recommendations are made:

The weavers should continue to leverage social media platforms to promote their products and connect with potential customers.
The weavers should establish relationships with buyers and other stakeholders to create trust and loyalty among consumers.
The weavers should navigate complex cultural expectations and traditions to promote their products effectively.
The weavers should consider partnering with local organizations and businesses to access larger markets and increase sales.

Q: What is the expected outcome of this study?

A: The expected outcome of this study is that the weavers of women in the Weaving Tourism Village will be able to overcome the obstacles encountered and increase their songket weaving sales. This effort not only has an impact on economic improvement but also preserves a very valuable local culture.