STRATEGI PROMOSI SWEDA DALAM MENGENALKAN PRODUK TRADISIONAL DI PASAR INTERNASIONAL

Nur Farikhah, NIM.: 18107030077 (2022) STRATEGI PROMOSI SWEDA DALAM MENGENALKAN PRODUK TRADISIONAL DI PASAR INTERNASIONAL. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Sweda is a jewelry company in Yogyakarta. In the midst of today's competition in the jewelry industry, which has made products with machines and of course can produce a lot of products every day, however, Sweda still focuses on making products in the traditional way and using manual tools, so it takes longer time to produce jewelry. Moreover, there are limited human resources in Sweda, causing Sweda to limit orders every month. However, this does not rule out the possibility for Sweda to promote traditional products in the international market. The main target of the Sweda market is the international market. This study explains how Sweda’s traditional product promotions strategy in international market using STP communication strategy theory analysis (segmenting, targeting, positioning) and promotion mix. the method of this study was descriptive qualitative . The results of this study showed that Sweda's main market segmentation was American society and Sweda's target market was antique lovers, artists and large communities in America. The positioning that Sweda wants to achieve are the people proud of traditional works so that traditions in Indonesia, especially at Yogyakarta, are maintained. Sweda sells quality, detail and value in its products. Then for product promotion abroad, Sweda applies four aspects of the promotional mix namely advertising, public relations, personal selling and direct marketing. One aspect that Sweda does not apply was sales promotion. The main medium used by Sweda to promote products in the international market is Instagram.

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