PENERAPAN STRATEGI MARKETING BERBASIS INOVASI BAGI PENGRAJIN GERABAH DESA GEBANGSARI KLIRONG KEBUMEN

THE IMPLEMENTATION OF INNOVATION BASED MARKETING STRATEGY FOR POTTERY CRAFTSMEN OF GEBANGSARI, KLIRONG KEBUMEN

Abstract

Gerabah Gebangsari merupakan salah satu satu produk khas desa Gebangsari yang diwariskan secara turun temurun namun belum mampu meningkatkan perekonomian pengrajin sehingga banyak yang beralih ke usaha lain seperti buruh genteng dan batu bata, Minimnya pengetahuan srategi marketing dan kurangnya nilai ekonomis gerabah menyurutkan pengrajin untuk menekuni kerajinan gerabah ini, ditambah lagi adanya pandemi covid 19 yang saat ini melanda seluruh dunia. Mitra pengabdian masyarakat ini adalah pengrajin gerabah desa Gebangsari kecamatan Klirong Kabupaten Kebumen. Metode yang digunakan dalam pengabdian ini yaitu FGD, penyuluhan dan pendampingan. Target permasalahan prioritas yang segera ditangani dalam kegiatan pengabdian ini adalah masalah strategi marketing. Tujuan kegiatan pengabdian masyarakat ini sebagai upaya pemecahan atas permasalahan yang ada sehingga dapat membentuk masyarakat yang mandiri secara ekonomi melalui pengetahuan dan ketrampilan khususnya bidang marketing sehingga memperluas pasar dan volume penjualan serta efisiensi biaya produksi dan pemasaran. Output yang diberikan ke pengrajin berupa alat peraga marketing, banner dan alat putar gerabah elektronik. Hasil menunjukkan bahwa kegiatan yang dilaksanakan (1) dapat menggali permasalahan permasalahan yang dihadapi pengrajin khususnya dibidang marketing yang akhirnya dapat menumbuhkan motivasi tinggi untuk pengembangan usaha produksi gerabah (2) menambah pengetahuan strategi marketing sehingga meningkatkan volume penjualan pasca pandemi covid 19.

Kata kunci: Pengrajin, Gerabah, Strategi, Marketing

ABSTRACT

Gebangsari pottery is one of the typical products of Gebangsari village that has been passed down from generation to generation but has not been able to improve the craftsmen's economy. This condition makes many of craftsmen have switched to other businesses such as tile and brick. The lack of marketing strategies knowledge and the pottery economic value have discouraged craftsmen from pursuing this pottery craft. It is worsen by the current condition affected by the Covid-19 pandemic sweeping the entire world. Community service partners of this program were pottery craftsmen in Gebangsari, Klirong, Kebumen. The method used in this service was FGD namely counseling and mentoring. The immediately handled issue of this service activity are those related to marketing strategy. Purpose of this community service activity is as an effort to solve existing problems so that they can form an economically independent society through knowledge and skills. The existing problem to tackle is especially in the field of marketing so as to expand the market and sales volume as well as the efficiency of production and marketing costs. The outputs given to the craftsmen were in the form of marketing props, banners, and electronic earthenware rotary tools. The results show that the activities carried out (1) can explore the problems faced by craftsmen, especially in the marketing sector, which in turn can foster high motivation of pottery production business development and 2) increase marketing strategies knowledge in order to intensify sales volume after the Covid-19 pandemic.

Keywords: Craftsmen, Pottery, Strategy, Marketing