STRATEGI PEMASARAN ALAT MUSIK GAMELAN (Studi Kasus: Kerajinan Gamelan Hadiseno Yogyakarta)

Cahyaningrum, Anindya Atmaranti (2022) STRATEGI PEMASARAN ALAT MUSIK GAMELAN (Studi Kasus: Kerajinan Gamelan Hadiseno Yogyakarta). Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

Gamelan Hadiseno Yogyakarta is one of the craftsmen engaged in the sale and maintenance of gamelan instruments. This study discusses the marketing strategy of gamelan musical instruments carried out by Gamelan Hadiseno Yogyakarta. This research is a qualitative research and uses data collection techniques in the form of observation, interviews, and documentation. Furthermore, the data were analyzed using marketing mix analysis with the 7P concept and SWOT analysis. The results of the study show that the marketing strategy applied by Hadiseno Gamelan Craft is good by prioritizing product and service quality. However, it is still necessary to increase promotional activities by utilizing existing technology and promotional media to increase sales and increase the existence of Hadiseno gamelan. In addition, by improving and maintaining good relations with consumers and government.

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