Strategi Promosi Kearifan Lokal Manik-Manik di Desa Tutul Kecamatan Balung Kabupaten Jember Provinsi Jawa Timur

Abstract

Desa Tutul memiliki potensi kearifan lokal berupa manik-manik yang belum berkembang karena promosi yang kurang gencar dilakukan, oleh karena itu strategi promosi yang tepat perlu dirumuskan. Proyek akhir ini bertujuan untuk mengidentifikasi persepsi wisatawan dan pengrajin, menganalisis faktor eksternal (EFAS) dan internal (IFAS) dan merumuskan starategi untuk mempromosikan manik-manik khas desa Tutul. Data dikumpulkan melalui observasi, wawancara dan penyebaran Kuisioner. Manik-manik desa Tutul terdiri dari manik-manik yang terbuat dari tulang dan kayu. Melalui diagram Vektor Matrix Space, Strategi SO (Strength dan Opportunity) terletak di Kuadran 1 dengan makna mendukung strategi Agresif dengan total nilai IFAS 1,27 dan EFAS 0,19. Strategi promosi yang diperoleh berdasarkan SO yaitu memperbesar usaha promosi ke khalayak umum, mempromosikan ke media sosial, membuat program wisata menarik dan mempertahankan nilai kearifan lokal manik-manik. Output pada penelitian ini yaitu vidio dan Leaflet sebagai upaya untuk memaksimalkan promosi di sosial media sehingga dapat lebih dikenal oleh khalayak luar.

The development of bead business as local wisdom in Tutul Village has not been optimal due to lack of intensive promotion. Therefore, a promotional strategy needs to be formulated. This final project aimed to identify bead resources in Tutul village, identify the perceptions of tourists and craftsmen, analyze external (EFAS) and internal factors (IFAS), and formulate strategies to promote beads as local wisdom. The data was collected through observation, interviews and questionnaires. Tutul village has beads made from bone and those made from wood. Through the Vector Matrix Space diagram, the SO (Strength and Opportunity) strategy is in Quadrant 1, which means it supports aggressive strategies with a total IFAS value of 1.27 and a total EFAS of 0.19. The promotional strategies obtained based on SO are expanding promotional efforts to the public, promoting beads through social media, creating attractive tourism programs, and maintaining the value of local wisdom in beads. The output of this research is a video and leaflet as an effort to maximize promotion on social media so that this bead product can be more widely known to the public.