Pengembangan Strategi Pemasaran Musik Krumpyung sebagai Musik Bambu Pentatonis Hargowilis Kokap Kulon Progo
Sheellyana Junaedi, Th. Diah Widiastuti, Nooraida Heriyanti
Business and Economic Faculty, Universitas Atma Jaya Yogyakarta
Jalan Babarsari 43-44, Yogyakarta, Indonesia
Art Management Department, Indonesia Art Institute Yogyakarta
Jalan Suryodiningratan 8 , Yogyakarta, Indonesia
Abstract
Krumpyung music art was born during the Dutch colonial era in 1919 in the village of Mengasari, Hargowilis, Kokap district, Kulon Progo Regency. In 1973 on the initiative of a resident of Tegiri Village named Sumitro, this musical art came back. Krumpyung Music Art was born during the Dutch colonial era in 1919 in the village of Mengasari, Hargowilis, Kokap District, Kulon Progo Regency. In 1973 on the initiative of a resident of Tegiri Village named Sumitro, this musical art came back. "Krumpyung" music actually holds a very good appeal. However, unfortunately, currently the fans are only certain people. Aside from the regeneration of art performers or players in krumpyung music, one thing that needs to be considered is HR (Human Resources) in terms of making or producing Krumpyung musical instruments themselves. This study aims to identify the identity, explore, analyze and formulate a marketing strategy that is right for the sustainability of the Sekar Serambu studio. This research was conducted using qualitative research methods with in-depth interview and observation techniques and supported by SWOT analysis. The analysis carried out in this study is descriptive analysis which includes analysis of interview results and SWOT analysis in which there are three stages of strategy formulation which consist of input stages namely external and internal environmental analysis (EFE and IFE), matching stage ie IE analysis and SWOT analysis and the decision stage using the results of the SWOT analysis. The strategy that should be implemented is Growth and Build (growing and developing) using market penetration and product development strategies.The market penetration strategy that is intended is to improve the management system from all sides, especially in the marketing of krumpyung music performances. The addition of promotional media both directly and through online media related to the uniqueness of Krumpyungs musical arts will be able to maintain, maintain and enhance the image of the Sekar Serambu studio in the minds of the public and music lovers. In addition, a product development strategy is also carried out by adding performances, the development of manufacturing methods in the production process of krumpyung musical instruments, improving the ability of managers and groups incorporated in the management of the Sekar Serambu studio through training or mentoring in collaboration with related institutions / academics.
Keywords: Identity, Krumpyung Music, Marketing Strategy, SWOT Analysis
Topic: Manajemen Pemasaran