Promotion of Papuan Culture and Traditions

Oct 13, 2025 by wbrum.org 19 views

Introduction

Marketing communication competencies play a crucial role in the success of any business, especially in the era of digital technology. In the context of Papua, the traditional bags made of woven, known as noken, have been a significant part of the local culture and economy. However, the Papuan mothers who sell noken, or mama-mama Papua Noken seller, face numerous challenges in improving their marketing communication competencies and technopreneurship skills. This study aims to analyze the marketing communication competencies owned by Papuan mothers who sell noken and explore the obstacles they face in developing their skills.

Methodology

This research employed a phenomenological method, focusing on female noken sellers who meet certain criteria, such as actively selling noken, having relevant socioeconomic status, and not being community members such as LMKM (Micro, Small and Medium Enterprises). Data was collected through in-depth interviews, observation, and documentation studies. The study aimed to gain a deeper understanding of the marketing communication competencies and technopreneurship skills of Papuan mothers who sell noken.

Results

The results of the study showed that Papuan mothers who sell noken still have a low understanding of technopreneurship, which is the use of technology to create and manage a business. As a result, the use of digital technology in entrepreneurship is also very minimal. Most of them do not know how to sell noken online or through social media platforms such as Facebook, Instagram, and WhatsApp. They prefer to sell noken conventionally on the edge of the road, traditional markets, or roadside because it is considered easier and not complicated.

The marketing communication competencies owned by Papuan female noken sellers are also classified as still weak. They tend to sell noken passively without active effort to offer products to prospective buyers. Communication that exists with prospective buyers tends to be limited and less convincing, because there is no bargaining process with the buyer. This adds to the challenges faced by Papuan mothers in improving their marketing communication competencies in the field of technopreneurship.

Obstacles Faced by Papuan Noken Women's Sellers

There are several obstacles faced by Papuan Noken Women's sellers in developing their marketing communication competencies. First, limitations in ownership of digital tools such as cellular phones are one of the main obstacles. Many of them do not have access to adequate gadgets to support online marketing. Second, low educational background is also a barrier factor. These mothers may not get enough education about digital business or marketing, which makes them unable to compete in an increasingly modern market. Third, the lack of motivation and inability to adapt to digital technology worsens the situation.

Conclusion

In conclusion, the marketing communication competencies owned by Papuan mothers who sell noken are still weak, and they face numerous challenges in developing their skills. To improve marketing communication competencies and technopreneurship among the mama-mama Papua seller Noken, more directed training is needed. Programs that educate them about the use of digital technology, as well as effective marketing strategies, must be a priority. By mastering this skill, it is hoped that noken sellers can be more independent and successful in their efforts, while promoting Papuan culture and traditions through the products they sell.

Recommendations

To address the challenges faced by Papuan mothers who sell noken, the following recommendations are made:

Training and Education: Provide training and education programs that focus on digital technology and marketing strategies for Papuan mothers who sell noken.
Access to Digital Tools: Ensure that Papuan mothers who sell noken have access to adequate digital tools, such as cellular phones and computers, to support online marketing.
Motivation and Adaptation: Encourage Papuan mothers who sell noken to be motivated and adapt to digital technology to improve their marketing communication competencies.
Promotion of Papuan Culture and Traditions: Promote Papuan culture and traditions through the products sold by noken sellers, which can contribute to sustainable local economic development in Jayapura City.

Future Research Directions

Future research directions can include:

In-depth Analysis of Marketing Communication Competencies: Conduct an in-depth analysis of marketing communication competencies owned by Papuan mothers who sell noken to identify areas for improvement.
Development of Digital Marketing Strategies: Develop digital marketing strategies that are tailored to the needs of Papuan mothers who sell noken.
Evaluation of Training and Education Programs: Evaluate the effectiveness of training and education programs provided to Papuan mothers who sell noken to improve their marketing communication competencies.

By addressing the challenges faced by Papuan mothers who sell noken, it is hoped that they can improve their marketing communication competencies and technopreneurship skills, which can contribute to sustainable local economic development in Jayapura City.

Q1: What is marketing communication competency, and why is it important for Papuan mothers who sell noken?

A1: Marketing communication competency refers to the ability of an individual or organization to effectively communicate with their target audience through various marketing channels. For Papuan mothers who sell noken, marketing communication competency is crucial in promoting their products and reaching a wider market, which can contribute to sustainable local economic development in Jayapura City.

Q2: What are the challenges faced by Papuan mothers who sell noken in developing their marketing communication competencies?

A2: The challenges faced by Papuan mothers who sell noken in developing their marketing communication competencies include limitations in ownership of digital tools, low educational background, and lack of motivation and inability to adapt to digital technology.

Q3: How can Papuan mothers who sell noken improve their marketing communication competencies?

A3: Papuan mothers who sell noken can improve their marketing communication competencies by receiving training and education on digital technology and marketing strategies, accessing digital tools, and being motivated and adaptable to digital technology.

Q4: What is technopreneurship, and how can it contribute to sustainable local economic development in Jayapura City?

A4: Technopreneurship refers to the use of technology to create and manage a business. It can contribute to sustainable local economic development in Jayapura City by promoting Papuan culture and traditions through the products sold by noken sellers, increasing income, and creating jobs.

Q5: What are the benefits of improving marketing communication competencies and technopreneurship among Papuan mothers who sell noken?

A5: The benefits of improving marketing communication competencies and technopreneurship among Papuan mothers who sell noken include increased income, job creation, promotion of Papuan culture and traditions, and contribution to sustainable local economic development in Jayapura City.

Q6: How can the community support Papuan mothers who sell noken in improving their marketing communication competencies and technopreneurship?

A6: The community can support Papuan mothers who sell noken by providing training and education on digital technology and marketing strategies, accessing digital tools, and promoting their products through social media and other marketing channels.

Q7: What are the future research directions for improving marketing communication competencies and technopreneurship among Papuan mothers who sell noken?

A7: Future research directions for improving marketing communication competencies and technopreneurship among Papuan mothers who sell noken include in-depth analysis of marketing communication competencies, development of digital marketing strategies, and evaluation of training and education programs.

Q8: How can the government support Papuan mothers who sell noken in improving their marketing communication competencies and technopreneurship?

A8: The government can support Papuan mothers who sell noken by providing training and education on digital technology and marketing strategies, accessing digital tools, and promoting their products through social media and other marketing channels.

Q9: What are the potential outcomes of improving marketing communication competencies and technopreneurship among Papuan mothers who sell noken?

A9: The potential outcomes of improving marketing communication competencies and technopreneurship among Papuan mothers who sell noken include increased income, job creation, promotion of Papuan culture and traditions, and contribution to sustainable local economic development in Jayapura City.

Q10: How can Papuan mothers who sell noken measure the effectiveness of their marketing communication competencies and technopreneurship?

A10: Papuan mothers who sell noken can measure the effectiveness of their marketing communication competencies and technopreneurship by tracking their sales, customer engagement, and social media presence.