Strategi Pemasaran Hasil Produk Kraftangan Usahawan dalam Masyarakat Iban di Kapit, Sarawak
| dc.contributor.author | Ngalih Tingi | |
| dc.date.accessioned | 2026-08-10T01:51:06Z | |
| dc.date.issued | 2025 | |
| dc.description | This research explores marketing strategies of Iban handicraft entrepreneurs in rural areas of Kapit division, Sarawak, specifically in Kapit and Song district. These entrepreneurs who were active in the production and business of traditional handicrafts have faced challenges such as reliance on traditional marketing strategies, limited access to digital technology, lack of support in training and infrastructure, and difficulties in penetrating broader markets. They also strived with issues such as limited capital, digitalised business approach and competition from cheaper commercial products, affecting their competitiveness in the industry. Thus, the study employs a qualitative approach based on the 7P Marketing Mix Model to gain a deeper understanding on the marketing approaches used by Iban handicraft entrepreneurs. Data was collected by utilising open interviews via face-to-face and phone with 12 informants. The findings reveal that their marketing strategies remained in a traditional approach, and they have not utilised modern business developments strategies. This research offers comprehensive recommendations to empower the Iban handicraft entrepreneurs to overcome marketing challenges and compete in the current digital era. Support from the government, NGOs, and individuals are crucial to advance and sustain the handicraft industry, particularly in rural areas like Kapit and Song. The establishment of Handicraft Management Centre in Kapit division is a forward-looking initiative which tailored to socio-cultural norms in Kapit to stimulate local economy and tourism. | |
| dc.identifier.uri | https://scholarhub.unimas.my/handle/123456789/1418 | |
| dc.language.iso | Bahasa Melayu | |
| dc.publisher | UNIVERSITI MALAYSIA SARAWAK | |
| dc.relation.ispartofseries | Faculty of Applied and Creative Arts | |
| dc.subject | Entrepreneurs, handicraft, Iban, rural development, marketing strategies | |
| dc.title | Strategi Pemasaran Hasil Produk Kraftangan Usahawan dalam Masyarakat Iban di Kapit, Sarawak | |
| dc.type | PhD |