A Marketing Strategy Model for Pottery Products of Micro, Small and Medium Enterprises in Jetis Dusun, Panjangrejo, Yogyakarta, Indonesia

Mochamad Achmadi (), Sundring Pantja Djati () and Nurbaeti
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Mochamad Achmadi: Trisakti Institute of Tourism
Sundring Pantja Djati: Trisakti Institute of Tourism
Nurbaeti: Trisakti Institute of Tourism

A chapter in 4th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2023), 2023, pp 4-8 from Springer

Abstract: Abstract Desa Panjangrejo, especially in Dusun Jetis, has excellent potential in the field of pottery artisans who can produce a wide variety of very varied products, ranging from simple household utensils to modern knick-knacks and various exciting souvenirs. This study aims to determine the effect of training on creating a Shopee marketplace account as a marketing strategy for pottery products in Dusun Jetis, Panjangrejo. The research method used is quantitative descriptive research. Data analysis for this study used a validity test, reliability test, descriptive statistical test, correlation test, simple linear regression test, t-test, and coefficient of determination for 30 artisans. In this research, the average value of the training for creating a Shopee account is 4.40, which is categorized as very good. The average value of the marketing strategy is 4.33, which is classified as very good. The correlation test results in this study showed a strong correlation of 0.747, and the determination of these variables is 0.558, which shows that the effect of training on creating a SHOPEE account variable on the marketing strategy variable is 55.8%. At the same time, the rest is influenced by other variables not examined.

Keywords: Training; Marketplace, Marketing strategy; Pottery Products, Desa Panjangrejo (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-296-5_2

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