Publisher

JOURNAL IMAJOURNAL IMA

Journal Journal of Indonesia Marketing Association (IMA)Journal of Indonesia Marketing Association (IMA) Abstract

Sugihwaras Village, located in Ngancar District, Kediri Regency, is known for its agricultural and tourism activities, particularly the cultivation of kelud Madu pineapple. The superiority of this commodity has created new job opportunities for traders. This research aims to examine the marketing management strategies of these traders as supporters of the Mount Kelud Tourism Area. It employs a qualitative method with an exploratory descriptive approach, utilizing interviews, observation, and documentation for data collection and analysis. The research findings reveal that the marketing efforts of the traders are quite effective in terms of potential, personal, operational, relationship, and interaction management. However, they face challenges such as inadequate facilities, high purchasing prices, and declining sales. The government has organized festivals and community training but needs to provide capital assistance to the traders.

Conclusion

The Kelud Madu pineapple traders are micro-enterprises that play a crucial role in improving the local economy of Sugihwaras Village and providing amenities for visitors to the Mount Kelud Tourism Area.They effectively manage their business, leveraging abundant pineapple resources to create diverse products, adopting efficient distribution methods, and maintaining product sustainability.However, they face challenges like declining sales, high purchasing prices, inadequate facilities, and a lack of centralized organization.Despite these obstacles, the traders have found solutions, but the governments support is lacking.The governments efforts, such as training programs and festivals, are limited, and more substantial support is needed for the traders success and sustainability.

Future Research

To enhance the success and sustainability of the Kelud Madu pineapple traders, it is recommended to address the challenges they face with better capital support and infrastructure improvements. This can be achieved by providing financial assistance and guidance to the traders, especially those who are not registered with cooperatives. Additionally, improving the facilities and infrastructure in the Mount Kelud Tourism Area, such as providing permanent buildings or kiosks for the traders, can create a more centralized and organized selling environment. Furthermore, exploring alternative distribution channels and developing innovative marketing strategies can help increase sales and reach a wider market. These efforts, combined with continued government support and collaboration, will contribute to the long-term success and growth of the Kelud Madu pineapple traders and the local economy.

References

1. IDENTIFIKASI KELAYAKAN OBYEK WISATA ALAM DENGAN PENDEKATAN 4A (ATTRACTION, AMENITY, ACCESIBILITY, DAN... jurnal.kolaborasi.unpand.ac.id/index.php/KOLABORASI/article/view/11IDENTIFIKASI KELAYAKAN OBYEK WISATA ALAM DENGAN PENDEKATAN 4A ATTRACTION AMENITY ACCESIBILITY DAN jurnal kolaborasi unpand ac index php KOLABORASI article view 11
2. Identification of Tourism-Based MSME Marketing Management Strategies | Journal of Indonesia Marketing... doi.org/10.69477/ima.v2i2.33Identification of Tourism Based MSME Marketing Management Strategies Journal of Indonesia Marketing doi 10 69477 ima v2i2 33
3. PERFORMANCE OF MICRO SMALL MEDIUM ENTERPRISES (MSMEs) IN SUPPORTING THE TOURISM SECTOR | Rosalina | IJBE... doi.org/10.33019/ijbe.v5i2.371PERFORMANCE OF MICRO SMALL MEDIUM ENTERPRISES MSMEs IN SUPPORTING THE TOURISM SECTOR Rosalina IJBE doi 10 33019 ijbe v5i2 371

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