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

Abstract

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.