STRATEGI PENGEMBANGAN PEMASARAN INDUSTRI KERAJINAN ANYAMAN LONTAR SEBAGAI DAYA TARIK WISATA BELANJA PADA MASA PANDEMI COVID – 19 DI DESA BONA, KECAMATAN BLAHBATUH, KABUPATEN GIANYAR

ABSTRAK
STRATEGI PENGEMBANGAN PEMASARAN INDUSTRI KERAJINAN ANYAMAN LONTAR SEBAGAI DAYA TARIK WISATA BELANJA PADA MASA PANDEMI COVID - 19 DI DESA BONA, KECAMATAN BLAHBATUH, KABUPATEN GIANYAR
Desa Bona merupakan salah satu desa wisata yang berada di Kecamatan Blahbatuh, Kabupaten Gianyar, Provinsi Bali. Desa Bona memiliki daya tarik wisata belanja yang dapat menarik minat wisatawan untuk berkunjung ke Desa Bona. Namun, pada proses pengembangan pemasaran Industri Kerajinan Anyaman Lontar sebagai Daya Tarik Wisata Belanja pada masa pandemic Covid- 19 banyak menghadapi permasalahan secara internal maupun eksternal. Berdasarkan latar belakang tersebut, maka permasalahan yang dikaji dalam penelitian ini: 1) Bagaimana strategi pemasaran yang telah di terapkan pada daya tarik wisata belanja industry kerajinan anyaman lontar di Desa Bona?, 2) Faktor apa saja yang mendukung dan menghambat strategi pengembangan pemasaran pada daya tarik wisata industri kerajinan anyaman lontar pada masa pandemic covid-19 di Desa Bona?, dan 3) Bagaimanakah strategi pengembangan pemasaran Industri Kerajinan Anyaman Lontar sebagai daya tarik wisata belanja pada masa pandemic covid-19 di Desa Bona?. Tujuan penelitian ini adalah untuk menggambarkan Strategi
Penelitian ini adalah penelitian kualitatif menggunakan teori bauran pemasaran pariwisata dan teori perencanaan. Data yang dikumpulkan melalui observasi, wawancara, kuesioner, dokumentasi dan studi kepustakaan. Kemudian data dianalisis dengan pendekatan deskriptif kualitatif, matriks IFAS dan matriks EFAS serta analisis SWOT. Hasil penelitian menunjukan bahwa Strategi Pengembangan Pemasaran Industri Kerajinan Anyaman Lontar sebagai Daya Tarik Wisata Belanja pada masa pandemi Covid-19 di Desa Bona terdiri dari strategi umum dan strategi alternative :a) Strategi umum, berdasarkan hasil analisis matriks internal eksternal (IE) posisi Industri Kerajinan Anyaman Lontar sebagai Daya Tarik Wisata Belanja berada pada sel V yaitu pertahankan dan pelihara dengan strategi pengembangan produk, dan strategi penetrasi pasar. b) Pada strategi alternatif, berdasarkan analisis SWOT dapat dirumuskan 4 strategi yaitu strategi SO yang meliputi pengoptimalan kualitas produk kerajinan, pemertahanan kualitas pelayanan karyawan, dan menjaga kualitas produk dan sesuaikan dengan harga, strategi ST yang meliputi pemberian harga yang kompetitif dalam persaingan antar objek, pemanfaatan kenaikan kurs nilai tukar rupiah sebgai pematok harga produk, strategi WO yang meliputi penambahan fasilitas pendukung berupa tempat cuci tangan, dan meningkatkan kebersihan, kerapian tempat dan fasilitas yang ada, dan strategi WT yang meliputi meningkatkan strategi promosi melalui
media sosial (online), dan meningkatkan jalinan kerjasama dengan mitra lain.
Kata kunci : strategi pengembangan pemasaran, daya tarik wisata belanja.

ABSTRACT
MARKETING DEVELOPMENT STRATEGY OF THE LONTAR WOVEN CRAFT INDUSTRY AS A SHOPPING TOURISM ATTRACTION DURING THE COVID-19 PANDEMIC IN BONA VILLAGE, BLAHBATUH DISTRICT, GIANYAR REGENCY
Bona Village is a tourist village located in Blahbatuh District, Gianyar Regency, Bali Province. Bona Village has a tourist attraction in the form of a shopping tourism attraction that can attract tourists to visit Bona Village. However, in the process of developing the marketing of the Lontar Woven Handicraft Industry as a Shopping Tourist Attraction during the Covid-19 pandemic, it faced many problems both internally and externally. Based on the statement above, the problems studied in this study are: 1) How is the marketing strategy that has been applied to the tourist attraction of shopping for the lontar woven craft industry in Bona Village?, 2) What factors support and hinder the marketing development strategy on the tourist attraction of the lontar woven craft industry during the covid-19 pandemic in Bona Village?, and 3) What is the marketing development strategy for the Lontar woven craft industry as a shopping tourism attraction during the covid-19 pandemic in Bona Village?. The purpose of this study was to describe the Marketing Strategy of the Lontar Woven Handicraft Industry as a Shopping Attraction During the COVID-19 Period in Bona Village, Blahbatuh District, Gianyar Regency. This research is a qualitative research using tourism marketing mix theory and planning theory. Data collected through observation, interviews, questionnaires, documentation and literature study. Then the data were analyzed with a qualitative descriptive approach, IFAS matrix and EFAS matrix and SWOT analysis. The results showed that the marketing development strategy of the Lontar Woven Handicraft Industry as a Shopping Tourist Attraction during the Covid-19 pandemic in Bona Village consisted of a general strategy (grand strategy) and alternative strategies, namely as follows: a) General strategy, based on The results of the internal external matrix (IE) analysis show that the position of the Lontar Woven Handicraft Industry as a Shopping Tourist Attraction is in cell V, which is to maintain and maintain with a product development strategy, and a market penetration strategy. b) In the alternative strategy, based on the SWOT analysis, 4 strategies can be formulated, namely the SO strategy which includes optimizing the quality of handicraft products, maintaining the quality of employee service, and maintaining product quality and adjusting it to price, the ST strategy which includes providing competitive prices in competition between objects, the use of the increase in the rupiah exchange rate as a product price peg, the WO strategy which includes the addition of supporting facilities in the form of hand washing facilities, and improving the cleanliness, tidiness of existing places and facilities, and the WT strategy which includes increasing promotion strategies through social media (online), and enhance cooperation with other partners.
Keywords:marketing development strategy, shopping tourism attraction.