Strategi Pemasaran Karya Seni Lukis Di Kampung Seni Budaya Jelekong

Abstract

The art of painting from ‘Kampung Seni Budaya Jelekong’ has spread to foreign countries. The aims and objectives of this research are to comply with the marketing strategies of painting works in Jelekong Art and Culture Village which are marketed by the artist community to advance‘Kampung Seni Budaya Jelekong’ so that it is known by the wider community. This research was conducted using qualitative research through the case study method. Data obtained through in-depth interviews, observation, and documentation. The subject of this research is someone who is one of the managers of Gurat and a painter who manages the‘Kampung Seni Budaya Jelekong’. While the theory used is the 7P Marketing mix carried out by the artist community in Jelekong. Based on the research results obtained, the marketing of paintings in ‘Kampung Seni Budaya Jelekong’ carries out its promotions which include personal selling, public relations, direct marketing, events, sales promotion. From the overall form of promotion mix, which is the main priority of promotion is carried out by public relations, direct marketing, and events. The results of this study can be concluded that the marketing strategy of painting in Jelekong has used the 7P marketing mix.