STRATEGI PEMASARAN DESTINASI DIGITAL PASAR INIS PURWOREJO

Abstrak

This study aims to describe the marketing strategy of the Inis market as a digital destination in Purworejo. The study was conducted using qualitative methods with case study design. The informants of this research are the market chief, market managers and market traders. Data collection techniques using interviews, observation, and documentation. The results showed that the marketing strategies used contained creative values ??and commercial values ??which were translated into natural and traditional digital destination concepts. The concept then forms the basis of four aspects of the marketing mix. The product aspect focuses on traditional menus, ways of presenting products using local ingredients, and product differentiation based on telang flower innovation. Furthermore, on the price aspect, the use of money pring as a means of payment and pricing strategies between market managers and market traders. Media promotion not only uses online and offline media but also digital market personnel. In the aspect of place, the location of the market is integrated with the rice fields which are the main attraction, provided with entertainment infrastructure and photo spots.