Strategi Komunikasi Pemimpin dalam Pemasaran Produk Kerajinan Tradisional Berbasis Kearifan Lokal di Natuna

Abstract

Traditional crafts are a creative economy sector with significant potential for improving community welfare while preserving local cultural values. One of Natuna Regency's signature craft products is the pandan mat, made through the traditional weaving of pandan leaves by the local community. However, the development of this craft product still faces various challenges, particularly in marketing and promotion to a wider market. This study aims to analyze leadership communication strategies in marketing Natuna pandan mat craft products and identify factors influencing the success of these strategies. This study used a qualitative approach with descriptive methods through literature review, observation, and documentation. The results indicate that leadership communication strategies play a crucial role in developing the marketing of pandan mat craft products. These communication strategies include interpersonal communication with artisans, group communication in business development, and the use of digital media as a promotional tool. Furthermore, leaders play a role in building the image of products based on local wisdom, thereby increasing the selling value of craft products. With an effective communication strategy, Natuna pandan mat products have a significant opportunity to develop as a regional flagship product in the creative economy sector. Therefore, strengthening the communication capacity of leaders is a crucial factor in the sustainable development of traditional craft product marketing.