Strategi Pemasaran Berbasis Ekowisata Untuk Meningkatkan Nilai Jual Produk Lokal UMKM Hasil Laut: Studi Kasus Pada UMKM Amertha Bahari

Authors

  • Menik Aryani Universitas Pendidikan Mandalika, Indonesia
  • Lu`luin Najwa Universitas Pendidikan Mandalika, Mataram, Indonesia., Indonesia
  • Wayan Rika Ayu Lestari Universitas Pendidikan Mandalika, Mataram, Indonesia., Indonesia

DOI:

https://doi.org/10.33394/vis.v13i2.19282

Abstract

Abstract: The purpose of this study is to increase the sales value of local UMKM marine products in Padak Guar Village, East Lombok Regency (Case Study of Amertha Bahari UMKM). This study explores various marketing methods used by local managers and village governments and the application of strategies to managers, consumer awareness, and industry and ecotourism growth in the region. The research method used a qualitative approach through observation, interviews, and direct documentation with managers, village governments, and consumers or tourists visiting the area. The findings of this study show that ecotourism-based marketing strategies are carried out by distributing products to small traders in the Padak Guar village tourist area, participating in local exhibitions, and using social media such as Facebook, Instagram, and WhatsApp, which have been proven to increase the visibility of local seafood products among consumers and tourists more widely.

Keywords: Ecotourism-Based Marketing, Product Value, UMKM

Abstrak: Tujuan dari penelitian ini adalah untuk Meningkatkan Nilai Jual Produk Lokal UMKM Hasil Laut di Desa Padak Guar Kabupaten Lombok Timur (Studi Kasus Pada UMKM Amertha Bahari). Penelitian ini mengeksplorasi berbagai metode pemasaran yang digunakan oleh pengelola dan pemerintah desa setempat dan penerapan strategi terhadap pengelola, kesadaran konsumen, dan pertumbuhan industry dan ekowisata diwilayah tersebut. Metode penelitian menggunakan pendekatan kualitatif melalui observasi, wawancara, dan dokumentasi langsung dengan para pengelola, pemerintah desa, dan konsumen atau wisatawan yang sedang berkunjung. Temuan penelitian ini menunjukan bahwa strategi pemasaran berbasis ekowisata dilakukan dari menyebarkan produk ke pedagang-pedagang kecil yang ada di Kawasan wisata desa padak guar, partisipasi dalam pameran local dan menggunakan social media seperti Facebook, Instagram dan WhatsApp terbukti dapat meninggkatkan visibilitas produk lokal olahan hasil laut dikalangan konsumen dan wisatawan yang lebih luas.

Kata Kunci: Pemasaran Berbasis Ekowisata,  Nila Jual Produk, UMKM.

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Published

2025-10-10

How to Cite

Aryani, M., Lu`luin Najwa, & Wayan Rika Ayu Lestari. (2025). Strategi Pemasaran Berbasis Ekowisata Untuk Meningkatkan Nilai Jual Produk Lokal UMKM Hasil Laut: Studi Kasus Pada UMKM Amertha Bahari. Jurnal Visionary : Penelitian Dan Pengembangan Dibidang Administrasi Pendidikan, 13(2), 407–412. https://doi.org/10.33394/vis.v13i2.19282

Issue

Vol. 13 No. 2 (2025): October

Section

Articles

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