STRATEGI LOMBOK EXOTIC MENJADI SENTRA OLEH-OLEH UNGGULAN DI KAWASAN WISATA SENGGIGI

Abstract

This study aims to describe the strategy of Lombok Exotic to become a leading souvenir center in the Senggigi tourist area and find factors that become obstacles in realizing it. The research was designed with qualitative research. The findings in this study indicate that the corporate strategy implemented is a growth strategy in line with its vision of becoming a professional and leading souvenir business. Further implications are applied by building partnerships with suppliers (MSMEs), implementing a marketing mix plus with a form of attention to the economic and social aspects of society, setting competitive selling prices, providing a variety of products and has used promotions through various media, including making its products a trend shaper model. The company has also used technological advances for its business, both in the payment system and promotions. The main obstacles in the business being run to become a superior business are the limited existence of MSMEs as product suppliers, limited travel partners for promotion, security factors, government efficiency policies, declining public purchasing power and declining tourists, especially domestic tourists. An important suggestion for the management of Lombok Exotic is to actively look for other types of products produced by MSMEs.