A Marketing Strategy Model for Pottery Products of Micro, Small and Medium Enterprises in Jetis Dusun, Panjangrejo, Yogyakarta, Indonesia

DOI

10.2991/978-94-6463-296-5_2How to use a DOI?

Keywords

Training; Marketplace; Marketing strategy; Pottery Products; Desa Panjangrejo

Abstract

Desa Panjangrejo, especially in Dusun Jetis, has excellent potential in the field of pottery artisans who can produce a wide variety of very varied products, ranging from simple household utensils to modern knick-knacks and various exciting souvenirs. This study aims to determine the effect of training on creating a Shopee marketplace account as a marketing strategy for pottery products in Dusun Jetis, Panjangrejo. The research method used is quantitative descriptive research. Data analysis for this study used a validity test, reliability test, descriptive statistical test, correlation test, simple linear regression test, t-test, and coefficient of determination for 30 artisans. In this research, the average value of the training for creating a Shopee account is 4.40, which is categorized as very good. The average value of the marketing strategy is 4.33, which is classified as very good. The correlation test results in this study showed a strong correlation of 0.747, and the determination of these variables is 0.558, which shows that the effect of training on creating a SHOPEE account variable on the marketing strategy variable is 55.8%. At the same time, the rest is influenced by other variables not examined.

Copyright

© 2023 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  - Mochamad Achmadi
AU  - Sundring Pantja Djati
AU  - Nurbaeti
PY  - 2023
DA  - 2023/12/04
TI  - A Marketing Strategy Model for Pottery Products of Micro, Small and Medium Enterprises in Jetis Dusun, Panjangrejo, Yogyakarta, Indonesia
BT  - Proceedings of the 4th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2023)
PB  - Atlantis Press
SP  - 4
EP  - 8
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-296-5_2
DO  - 10.2991/978-94-6463-296-5_2
ID  - Achmadi2023
ER  -