ANALISIS STRATEGI PENINGKATAN KINERJA PEMASARAN KRE ALANG MENGGUNAKAN METODE PERBANDINGAN EKSPONENSIAL (MPE)

Abstract

Kre Alang is a typical Sumbawa woven craft, whose production center is in Poto Village, Moyo Hilir District, Sumbawa Besar Regency. Kre Alang is one of the regional icons of Sumbawa Besar that needs to be preserved. However, for the Kre Alang product itself it can be said that it is still not optimal in its marketing, this is because the Kre Alang sales location is far from the crowded market and consumers are required to come to the location in person and payment is made in cash. Based on these problems, of course, it can have an impact and influence on improving marketing performance. With this in mind, the purpose of this study is to propose improvements to product marketing strategies based on the resulting effects. The method used to facilitate data processing in this study is to use the MPE method to provide information on preferred solution strategies that need to be carried out by entrepreneurs of Kre Alang woven fabrics.. Based on the objectives, the results obtained based on the priority ranking obtained through MPE analysis found that the marketing alternative for Kre Alang provided by the online media sales system (P5) is the first priority alternative that must be carried out by weavers to improve marketing performance.