Traditional Marketing Strategy of Local Wisdom-Based Products in Kapah Shell Lime SMI Pulau Sugara Village, Alalak, Barito Kuala Regency

Dublin Core

Title

Traditional Marketing Strategy of Local Wisdom-Based Products in Kapah Shell Lime SMI Pulau Sugara Village, Alalak, Barito Kuala Regency

Creator

Najwa Awalia Absari, Anna Nur Faidah

Proceedings Item Type Metadata

meta_title

Traditional Marketing Strategy of Local Wisdom-Based Products in Kapah Shell Lime SMI Pulau Sugara Village, Alalak, Barito Kuala Regency

Abstract/Description

This research explores the traditional marketing strategies applied by Small and Medium Industries (SMI) on local wisdom products, namely kapah clamshell lime in Pulau Sugara Village, Alalak District, Barito Kuala Regency, South Kalimantan. The research method used is descriptive qualitative by conducting in-depth interviews and participatory observations to understand the marketing practices used by the SMI. The results showed that the kapah clamshell lime SMI uses various traditional marketing strategies, such as word-of-mouth, telephone, and billboards. These traditional marketing strategies rely heavily on local practices that have been passed down from generation to generation. However, the findings show that while traditional marketing strategies are still dominant, they are less effective in reaching a wider market and increasing product sales. Integration of traditional marketing strategies with modern marketing techniques is necessary to improve the competitiveness of the kapah clamshell lime SMI in an increasingly competitive market.

publication_date

2024/06/15

pdf_url

https://insyma.org/proceedings/files/original/articles/103_Najwa%20Awalia%20Absari.pdf

abstract_html_url

https://insyma.org/proceedings/items/show/269

keywords

Traditional Marketing, Local Wisdom, Kapah Clamshell Lime

firstpage

588

lastpage

593

issn

3047-857X

conference

Proceedings of the International Symposium on Management (INSYMA)

Volume

21

publisher_name

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

Author #1

Najwa Awalia Absari

Author #2

Anna Nur Faidah

no article

269

Files

103_Najwa%20Awalia%20Absari.pdf

Citation

Najwa Awalia Absari, Anna Nur Faidah, “Traditional Marketing Strategy of Local Wisdom-Based Products in Kapah Shell Lime SMI Pulau Sugara Village, Alalak, Barito Kuala Regency,” Proceedings of the International Symposium on Management (INSYMA), accessed July 1, 2025, https://insyma.org/proceedings/items/show/269.

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