Strategi Pemberdayaan Perajin Kuningan Dalam Peningkatan Pemasaran Produk di UD. Imanda Kabupaten Bondowoso

Abstract

Brass crafts were once iconic commodities in Bondowoso Regency, passed down through generations. However, the number of brass craftsmen has declined due to issues such as limited marketing access. To prevent this craft from disappearing, an empowerment program is needed to ensure its sustainability. This research uses a qualitative approach with a purposive area selection at UD. Imanda, Bondowoso Regency. The subjects were selected using a purposive sampling technique, involving four informants: two key informants and two supporting informants. Data collection methods include observation, interviews, and documentation, while data analysis follows the stages of data reduction, data presentation, and conclusion drawing. Data validity is ensured through extended observation and triangulation techniques. UD. Imanda implements three key empowerment strategies to enhance the marketing of brass products. The first is the awareness stage, carried out through socialization and discussions. The second is the knowledge transformation stage, using the On Job Training method, where craftsmen receive initial training on product marketing, including production techniques, pricing, and promotion strategies. They also observe digital marketing admins to learn effective and efficient marketing techniques. The third strategy focuses on increasing intellectual abilities, allowing craftsmen to be creative and innovate based on their acquired knowledge. This process starts with learning and observing existing marketing techniques, followed by independent practice with continuous guidance. Despite having the freedom to develop their own marketing strategies, craftsmen must adhere to established procedures to ensure their business remains structured and professional. Through these strategies, UD. Imanda aims to empower brass craftsmen, enhance product marketing, and preserve the sustainability of brass crafts in Bondowoso