Digital Marketing Strategy to Increase the Competitiveness of the Mekongga Traditional Mantik Sangia Woven Cloth Creative Industry

Abstract

This study aims to analyze digital marketing strategies to increase the competitiveness of the Mekongga Customary Mantik Sangia woven cloth creative industry in Kolaka Regency. This study applies a descriptive qualitative approach, collecting information through in-depth interviews and careful observation. The 7P Marketing Mix and SWOT analysis are used to analyze the data and determine the internal and external factors that influence the implementation of digital marketing in the woven cloth business. Research informants consist of business owners, employees of the Kolaka Regency Tourism Office, consumers, suppliers, and other related parties. The study findings show that the Mekongga Customary Mantik Sangia woven cloth business has strengths in product quality, motifs, business legality, and local government support. Opportunities are also supported by increasing public interest in local products and the development of digital marketing. However, there are still weaknesses such as suboptimal digital promotion, limited digital marketing knowledge, and the lack of use of paid advertising. Threats faced include price competition, changes in consumer tastes, and the declining interest of the younger generation in traditional cloth. Strategies that can be implemented include strengthening product branding, improving the quality of digital content, utilizing social media and marketplaces, digital marketing training, and more modern product innovations to increase the competitiveness of the creative industry in the digital era.