Marketing Strategy for the Ceramic Industry

Through Website
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Inryana Kristiani Karinda
Visual Communication Design
BINUS UNIVERSITY @Malang
Malang, East Java
inryana.karinda@bbinus.ac.id
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Abstract—In Malang City there is a large ceramic craft
center called Dinoyo Ceramic Village. The village residents
themselves produce and sell it. However, the ceramic industry
in Dinoyo Malang needs to be improved, especially in the
marketing department. This is caused by free market
competition. So this research aims to find out what concerns
sellers feel regarding the marketing department. Analyze how
they promote and help find solutions. The research method
used is a qualitative method by creating a questionnaire and
analyzing previous research. This research also uses Design
Thinking, which pays attention to existing problems and helps
think about what kind of ideas or Design Process will be used
as output for solving problems. As well as making
questionnaires and analyzing previous research so that it can
produce output to help with existing problems. The solution I
can provide is by creating a website containing information
about the Dinoyo Ceramic Village. This could include the
history of its formation, information about seller locations,
information about events being held, and so on. Not only does it
contain information, but through this website we can also
order ceramics according to the ceramics we want. This will
certainly make it easier for the people of Malang and even all
of Indonesia to reach it.
Keywords—ceramic, marketing, website
I. INTRODUCTION
Ceramics are objects that are used both as art
displays and function as tools in everyday life. Ceramics are
among the oldest used objects in the history of human life.
From initially having only social, ritual and artistic value, it
has developed into a mainstay for industry, science,
technology and art which has commercial value and is also a
symbol of lifestyle. The development of ceramics in
Indonesia is still made traditionally. Even though some have
used sophisticated machines, many rural communities still
do ceramics traditionally. All processes from material
processing, manufacturing, burning and managerial systems
are carried out with both hands.
Dinoyo Ceramic Village, which is located in the
village of Jalan Mt Haryono, Dinoyo Village, Lowokwaru,
Malang City, is the largest ceramic craft center in Malang.
Village residents produce and sell it themselves. In this
village there are 15-16 traders with 7 ceramic craftsmen.
They have a wide variety of ceramics for sale. There is no
need to doubt the quality of the ceramics in this village
because sales have reached outside Java.
One of the problems they experienced was the
manufacturing machine. So far they have used casting
therefore it takes a long time for the process. They hope that
there will be agencies that will provide assistance in the
form of equipment such as jigger machines to speed up the
process of making ceramics. Meanwhile, there are several
ways to promote and market the sellers at Dinoyo Ceramic
Village. They use social media, WhatsApp, are assisted by
state-owned companies such as Bank BRI by providing neon
boxes in each ceramic shop cluster, and exhibiting at
tourism events. This can actually be said to be enough to
expand the Indonesian people's awareness of ceramic
production in the Dinoyo Ceramic Village, but there is one
problem that can still be developed further and make it
easier for the Indonesian people to reach them. Dinoyo
Ceramic Village itself already has Instagram and WhatsApp
accounts for several sellers, but after looking into the way
they process social media it still doesn't attract attention in
terms of aesthetics. It also seems that ordering is still
difficult for everyone to reach because not everyone can
know and get the seller's WhatsApp number.
The research carried out is a combination research
where there is a direct survey to the location, interviewing
related individuals, making a questionnaire, and collecting
data from previous studies so that you can get a lot of insight
from various views and problems. From previous research,
their main focus was strategies for developing small ceramic
industries and secondly regarding the obstacles faced by
business actors in developing the ceramic industry. From
previous research, the ceramic industry has experienced a
decline. Some of the obstacles faced by sellers are
inadequate facilities and infrastructure, low human
resources, and market competition. The strategy to solve this
problem is to provide outreach regarding financial
assistance, marketing assistance, education and training to
improve the skills of ceramic craftsmen.
Therefore, this research aims to help the marketing
of the ceramic industry so that it can be more easily reached

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by the outside community. With more interesting effective. So
promotions using social media in the form of Instagram or the solution
TikTok, you can reach a wider community to get to know given is to
the Dinoyo Ceramic Village. Containing interesting content have good
with ceramic making courses will of course increase interest coordination
from the outside community so that business people can also and focus on
get sponsors more easily. Apart from that, using a website is marketing
also important to make it easier for people to process The decline Fathul Descriptiv The decline
ceramic orders or gain deeper knowledge about the ceramic in popularity Qorib, e in popularity
industry in Dinoyo, Malang. The website will contain how of the Dinoyo Amanah qualitativ of the
to order and other descriptions about the Dinoyo Ceramic Malang Rakhim e research Dinoyo
Village. This website and social media can be a place for Ceramic Syahida Ceramic
sellers to look for customers, sponsorship and even human Tourism Village is
resources or workers. Village in the due to
New Media neglect in the
Age field of
II. LITERATURE REVIEW public
relations,
A. State of The Art
especially
At this stage, the researcher will explain several studies the use of
within the last 5 years. From these studies, the differences new media.
related to the topic "Marketing Strategy for the Dinoyo It is
Ceramic Industry via Website" will be explained. The aim is recommende
to find out the results of previous research so that we can d to be able
know what can be developed. It can also be an inspiration to access
and reference for this research to get more detailed results. It new media.
is also useful to avoid if there are similarities in research so
that plagiarism does not occur. The following are several Community Alwan The Efforts that
related studies over the previous 5 years : Engagement Darishilmy method need to be
Program for Prawirawis for made include
Title Researchers Method Conclusion Ceramic nu, Deddi carrying outreach,
Dinoyo Rahardian Descriptiv The ceramic Product Duto out this holding
Ceramic Dyah e type of industry is Development Hartanto, S. research workshops,
Industry Kartikasari qualitativ experiencing to Empower Sn, M. Si includes empowering
Development e research a decline, Craftsmen in survey craftsmen
Strategy by therefore the Dinoyo stages, and
the solution is Malang idea collaboration
Department outreach Ceramic discussion . This
of regarding Tourism , Community
Cooperatives financial Village productio Engagement
and SMEs assistance, n process, program is
marketing and expected to
and evaluation provide
education. benefits and
good impacts
Marketing Tarno Qualitativ The for students,
Communicati Maryanto, e marketing craftspeople,
on Strategy Amanah descriptiv communicati study
in Increasing Rakhim e research on strategy is programs
Sales Results Syahida implemented and
in Dinoyo by universities.
Ceramic establishing
Village, good
Malang City relationships B. Dinoyo Ceramic Village
with
The ceramic industry in Indonesia is very large. Each
customers
region has at least 1 ceramic industry. One of them is in East
Tourism Fathul Qualitativ The Ceramic Java, Malang City, namely Dinoyo Ceramic Village. There,
Communicati Gorib, e research Tourism various shapes and models of ceramics are exhibited there
on Patterns Amanah with Village has and how they are made, making it a tourist spot for
for Ceramic Rakhim descriptiv experienced newcomers. Have participated in various events to expand
Craftsmen in Syahida e a decline in the market for the ceramic industry in Malang. The ceramic
Dinoyo descriptio popularity craft in Dinoyo has been passed down from generation to
Village, ns from year to generation so it has become a heritage that needs to be
Malang City year and maintained and developed. In the Dinoyo Ceramic Village,
communicati people can see firsthand the process of making ceramics,
on is less interact with craftsmen and buy various quality ceramic
products. Visitors also get the opportunity to take part in
making ceramics through workshops held.
C. Marketing Website
The most effective marketing of a product is via a
website. With a website, users can get a lot of information
and many needs that can be reached through a website. This
also makes it easier for buyers to choose and reach products
whose sales are far from where they live. In this situation,
Dinoyo Malang Ceramic Village needs marketing via a
website, namely to reach people outside Malang. In this
way, Dinoyo Ceramic Village can be known to people
throughout Indonesia. It is not even possible for it to spread
outside Indonesia. Marketing via the website can also be a
forum for craftsmen to get new references regarding types or
variations of ceramic products.
D. Road Map
There are stages that researchers carry out in completing
their research. In the first stage the researcher will identify
what problems are occurring and then determine the topic of
discussion. The second step is to study the problem further
by searching through journals and internet data. The third
step examines previous research related to the researcher's
discussion topic. This was done to obtain more information
so that it could be developed further in this research. To be
more certain, it is better to get data directly from the local
community, therefore, by using a questionnaire in the form
of a Google Form, the researchers distributed it to the local
community, especially Malang, to get information from their
views. With 50 respondents who helped to strengthen the
data. The final step is to re-analyze the results of the
questionnaire so that a final solution can be obtained to
become the result of this research later.

III. RESEARCH METHODS

The next research used quantitative research where the
researcher created a survey in the form of a questionnaire
via Google Form with the topic "Use of Websites as a Form
of Marketing for the Ceramic Crafts Industry in Malang". So
far the survey has only had 35 respondents. These
respondents can be filled by Indonesian people but priority
is given to Malang people. The people of Malang
themselves have a role in knowing what is near where they
live, while people outside Malang have a role in finding out
about the output of this research.

From the results of the questionnaire there are several
parts that serve as references. The first question is about the
ceramics themselves. How much interest does the public
have in ceramic crafts? From the results of the
questionnaire, 48.6% of people liked it. Next, a more
detailed question was whether the public knew about the
Dinoyo Ceramic Village and the result was that only 22.9%
of people knew. Then, from the questionnaire, the researcher
also analyzed the output, namely the website as a form of
marketing ceramic crafts. There are 37.1% of people who
like online shopping, 85.7% of people choose websites as a
form of marketing that can make purchasing easier and find
out more about Dinoyo Ceramic Village, 100% of people
agree that having a website can help craftsmen to get
references for new ceramic craft variations, and 68.6% of
people will be influenced to buy ceramics if they are given
advertising or promotions.
A. Design Thinking
According to Tim Brown, Design Thinking is a human
point of view, problems and whatever humans want that can
be fulfilled technologically and economically. There are 5
stages in Design Thinking, namely Emphaty, Define, Ideate,
Prototype, Test. The first stage, researchers will observe what
problems arise or are felt by the community. From there,
researchers have begun to gain insight into what problems
will be addressed. Then researchers will dig further by
studying the problem through websites and related journals.
After the researcher gets the topic or problem to be raised,
the researcher will start looking for a solution or output as to
what will be done to solve the problem. Researchers will
research more deeply by digging up information from
previous literature studies and journals that have almost the
same topic. This is to develop existing research. Then the
solution or output will begin to be made into a prototype as
an illustration of what it will be like when used by the
community. Later, tests will be carried out on potential users
to evaluate what is lacking and what needs to be improved.
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