ANALISIS SEGMENTASI PASAR KERAJINAN PERAK KOTAGEDE

Revi Agustin Aisyianita, Fuadi Afif

Abstract


Kotagede is the former of Mataram Kuno Islamic Kingdom which has a
lot of tourism potential and history. But in the perspective of tourism,
Kotagede is known as a silvercraft area and named Kota Perak (City of Silver).
The image of Kotagede as a Kota Perak has decreased, fewer tourists are buying
silver as souvenirs when they visit Yogyakarta. Reduction of silver buyers also
have an impact on decreasing the number of craftsmen.
This study aims to identify the actual market segments of Kotagede
silver handicrafts and mapping the potential market segments. Data was
collected by the literature review method, field observation, interviews with
silver craftsmen, and surveys to consumers by distributing questionnaires.
Research conducted in March November 2018. The results of the study show
that the actual market for silver handicrafts in Kotagede consists of: women,
aged 20-30 years, tourists from Yogyakarta and surrounding areas, selfemployed, and visiting individually/small groups. The potential market for
silver handicrafts consists of: couple and students (millennials) segments.


Keywords: Kotagede, Market Segmentation, Silvercrafts, Silver Craftsmen


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References


Dinas Kebudayaan DIY. (2009). Ensiklopedi Kotagede. Yogyakarta.

International Trade Centre. (2010). Inclusive Tourism : Linking the

Handicraft Sector to Tourism Markets. Geneva, Switzerland.

Kotler, Philip & Keller, Kevin Lane. (2012). Marketing Management.

th ed. New Jersey : Pearson Edition.

Narasumber:

Wawancara dengan Bapak Maryon, pemilik Aryon Silver, pada 26

Juli 2018 pukul 11.0012.00 WIB.

Wawancara dengan Bapak Basuki, pemilik BM Etsa & Plating, pada

Juli 2018 pukul 11.30-12.30 WIB.

Wawancara dengan Ibu Rostiani, pengrajin perak di Kelurahan

Purbayan, pada 1 Agustus 2018 pukul 11.00-12.00 WIB.


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