Analysis of Promotional Strategies To Improve The Competitiveness Of Woven Fabrics (Case Study of Sasak Tribe Woven Fabric Craftsmen Group in West Nusa Tenggara)

This case study aims to look at current strategy conditions carried out by craftsmen and managers of cooperatives or arthouse weaving in selling their crafts products. This study also aims to find out how the right promotional strategies to improve the competitiveness of Sasak ethnic handicrafts in West Nusa Tenggara Province.4This research is included in descriptive qualitative research since the author tries to find problems that occur in the sale of Sasak tribe weaving in West Nusa Tenggara. The findings in this study are strengthened by interviews, direct observation, focus group discussions and recording of video and photo documents. The study involved seven respondents who represent each party directly or indirectly involved in a series of production processes to the marketing of Sasak Tribe woven fabrics. The researcher also used a questionnaire to follow up the findings during the focus group discussion. The findings in the discussion focus group of researchers directly input into the questionnaire to be able to see clearer conditions of promotion in order to improve the competitiveness of Sasak Tribe woven fabric and also efforts that can be implemented to maximize its promotion strategy.The resultof this study shows that the condition of the promotion strategy of Sasakethnic woven fabrics can be further enhanced by promoting it more aggressive. Aggressive promotion will increase the competitiveness of Sasak tribe bothin National and International eyes.