Strategi Pemasaran Untuk Meningkatkan Volume Penjualan Kain Tenun Tradisional Mamasa Pada Kelompok Usaha Kain Tenun Kreatif Pambe Kabupaten Mamasa

This study aims to design marketing strategies to increase the sales volume of Mamasa
traditional woven fabrics in the Kreatif Pambe Weaving Group, Mamasa Regency. The
research employs a descriptive qualitative approach with data collected through interviews,
observations, and documentation studies. SWOT analysis is used to identify the group's
strengths, weaknesses, opportunities, and threats. The findings indicate that the main
strengths lie in product quality and unique weaving motifs, while the weaknesses include
limited digital marketing and market access. Opportunities arise from the growing public
interest in culturally based products, whereas threats come from competition with modern
textile products. The recommended marketing strategy focuses on developing the marketing
mix (7P), emphasizing product diversification, competitive pricing, digital marketing
optimization, and marketing training for artisans. Implementing this strategy is expected to
enhance competitiveness and expand the market for Mamasa woven fabrics.

Keywords: Marketing strategy, Woven fabric, SWOT analysis, Marketing mix