期刊名称：Russian Journal of Agricultural and Socio-Economic Sciences
印刷版ISSN：2226-1184
电子版ISSN：2226-1184
出版年度：2022
卷号：124
期号：4
页码：69-74
语种：English
出版社：Russian Journal of Agricultural and Socio-Economic Sciences
摘要：Purun is a raw material for handicrafts such as mats, hats, bags, baskets and many more. Purun crafts have developed in several areas in Indonesia, including the Pedamaran District, Ogan Komering Ilir Regency, South Sumatra. Because most of the households in Pedamaran Sub-district are the centers of the purun mat craft, it is well known as the “City of Mats”. Over time, the main problems faced by purun craftsmen, especially in Menang Raya, are the marketing of products to a wider range and marketing of the woven products. This study aims to analyze the marketing strategy of a home business for purun products in Menang Raya. The research was conducted in Menang Raya, Pedamaran District, Ogan Komering Ilir (OKI) Regency. The study took a sample of 6 key informants from a sample of craftsmen and several other informants such as the chief of Menang Raya, Government Apartments, NGO Institutions, lecturers, and Community Groups. The method used in this research used the SWOT analysis method. The results showed that the marketing strategy for the home business of purun woven products was in quadrant III which supports the turn-around strategy. The home business of purun woven products has market opportunities, but on the other hand there are several internal constraints or weaknesses.
