Analisis Strategi Pengembangan UMKM Muna Pa'a melalui Teknik Pemasaran Berbasis Teknologi Informasi di Kecamatan Pajo

Abstract

Muna Pa’a weaving is one of the distinctive traditional handicraft products of Dompu Regency that possesses both economic and cultural value through its unique motifs and manual production process using non-machine looms (ATBM). However, the development of this business still faces several challenges, particularly limited promotion, inadequate utilization of digital technology, human resource constraints, weak branding, and limited market access. This study aims to analyze marketing strategies for increasing consumer attractiveness in the Muna Pa’a business managed by the Karina Group in Ranggo and Tembalae Villages, Pajo District, Dompu Regency. This research employed a descriptive qualitative approach, with data collected through observation, semi-structured interviews, and documentation. The analysis was conducted using the 4P marketing mix (Product, Price, Place, and Promotion) and SWOT analysis through the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices. The findings indicate that the marketing strategies implemented include quality and culturally distinctive products, relatively competitive pricing, a strategic gallery location in Ranggo Cultural Village, and promotional activities that are still predominantly based on word-of-mouth communication and direct consumer visits. The place strategy was found to be the most influential factor in attracting consumers, while the product strategy served as the main supporting factor through the authenticity of ATBM weaving, distinctive Wati Waru and Wati Ncuhi motifs, and product diversification. The SWOT analysis indicates that the business has internal strengths and external opportunities that can be developed through an aggressive strategy, particularly by expanding digital marketing, increasing product innovation, strengthening branding and packaging, improving human resource capacity, and establishing partnerships with government institutions, tourism stakeholders, resellers, and other distribution channels. These strategies are expected to expand market reach, enhance competitiveness, and support the sustainability of Muna Pa’a weaving as a cultural heritage of Dompu.