Marketing Reorientation of Traditional Goyor Woven Sarong Using ATBM in Home Industry Beautiful World

DOI

10.2991/978-2-38476-226-2_30How to use a DOI?

Keywords

market reorientation; goyor sarong; traditional products

Abstract

This research is based on the marketing of traditional goyor sarong weaving products that are fading and increasingly abandoned by consumers, especially the people of Java, Indonesia. The purpose of the study is to describe how the market reorientation of traditional goyor woven sarong products uses looms instead of machines in the home industry where the potential of craftsmen is still large and loved by the community even though the marketing is crushed by the manufacturer’s sarong products which are cheaper. Based on the research problem, the right type of research is qualitative with economic ethnographic design. The object of research is the behavior of craftsmen and users which is explored through object observation, in-depth interviews and documentation. Data from sources are confronted with other sources to test the validity of information, matched with observations and documents. The matching data is valid, then the meaning is developed, and how the relationship between meanings (hypothetical research results). The results showed that the market for goyor sarong products is a home industry, people are very excited marked by changes in market direction. The craftsmen are very careful in the selection of raw materials, maintaining the dose of dyes, overcoming obstacles, controlling supplies and distributing labor tasks. Craftsmen tried to maintain the quality of the goyor sheath, which highlights the softness of the product, cool, and comfortable when it touches the skin and is comfortable to wear. Production activities are in line with market demand, so there is a match between production results and the criteria desired by consumers. The target market for goyor gloves shifted from the local, national, and international markets. Achieving these target markets by paying attention to product quality, pricing, expanding distribution channels and digitizing promotions.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Harsono Harsono
AU  - Sutama Sutama
AU  - Yolanda Reggi Nurlita Sari
AU  - Listi Septiana
PY  - 2024
DA  - 2024/05/28
TI  - Marketing Reorientation of Traditional Goyor Woven Sarong Using ATBM in Home Industry Beautiful World
BT  - Proceedings of the 3rd International Conference on Education for All (ICEDUALL 2023)
PB  - Atlantis Press
SP  - 360
EP  - 385
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-226-2_30
DO  - 10.2991/978-2-38476-226-2_30
ID  - Harsono2024
ER  -