STRATEGIC TRANSFORMATION PERSONAL SELLING AND PERCEPTION OF CRAFT PRODUCT VALUE IN THE UBUD ART MARKET: SWOT ANALYSIS FROM THE PERSPECTIVE OF MERCHANTS
Abstract
The Ubud Art Market is one of Bali's centers for traditional handicrafts and a cultural tourist destination that attracts both local and foreign tourists. This research aims to analyze the transformation of personal selling strategies and perceptions of craft product value from the perspective of traders using a SWOT approach. The research method used is descriptive qualitative, with data collected through in-depth interviews, participatory observation, and documentation of 15 active traders and 10 buyers. The research findings indicate that effective personal selling strategies in this market combine cultural storytelling, product demonstrations, consultative selling, and relationship selling. These strategies not only increase product value perception but also build tourist loyalty and encourage repeat purchases. The SWOT analysis identifies the strengths of traders in communication skills, unique products, and cultural storytelling, while weaknesses include limited digitalization and product quality variations. Opportunities arise from the trend of tourists seeking cultural experiences and the potential for collaboration with the arts community, while threats come from competition from other art markets and seasonal fluctuations in visits. This research provides strategic recommendations for vendors to improve personal selling competencies, utilize digital marketing, strengthen cultural storytelling, establish collaborations with the arts community, and standardize
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