Innovative Marketing Strategy to Increase the Sales of Ulos at Cultural Destinations in Toba Regency, Indonesia
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Abstract
Meat Village in Toba Regency is renowned for its ulos craftsmanship, which holds significant cultural value for the Batak Toba community. However, the sales of ulos in this village remain low due to the limited effectiveness of marketing strategies that are adaptive to modern market trends and technology. This research aims to formulate innovative marketing strategies to increase ulos sales, sustain the ulos industry, and improve local community welfare. Using a quantitative approach, data were collected through structured questionnaires, observations, and interviews with artisans, traders, and tourists. Statistical analysis revealed that innovative distribution strategies, particularly through digital platforms and partnerships with the tourism industry, play a significant role in increasing ulos sales. However, the findings also indicate that product innovation and knowledge about ulos need to be enhanced to reach a broader market. Therefore, community-based marketing strategies, digital promotion, and product innovation are recommended to increase competitiveness and expand ulos' market reach nationally and internationally.
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