Kompetensi Komunikasi Pemasaran Mama-Mama Papua Penjual Noken dalam Meningkatkan Technopreneurship di Kota Jayapura

Abstract

This research analyses marketing communication competencies of the female Noken traditional Indonesian woven bag native to sellers of Papa to increase the technopreneurship in Jayapura It employs phenomenology method and takes the female Noken sellers of Papua meeting the criteria such as selling Noken, meeting social economic status, and not a member of community such as LMKM (Micro Small, and Medium-sized Enterprises). The data are collected through in-depth interviews, observation, and documentation study It is found that the female Naken sellers of Papua has poor understanding of technopreneursip, thus, the use of digital technology in entrepreneurship is also low. They have no knowledge abou how to sell Noken online or via social media platforms such as facebook, instagram and whatsapp In addition they sell Noken comventionally from of malle sidewalk, traditional market, or roadside because it is considered easier and not complicating The marketing communication competencies of the female Noken sellers of Papua is still poor; they sell Naken passively without trying to offer the Noken to the prospects. The sellers communication with the prospects is terconvincing and limited as there is no bargain with the buyers. Therefore the obstacles encountered by the female Noken sellers of Papua in developing the marketing communication competency in technopreneurship field are that they have some limitations related to ownership of digital gadget such as Celular Phone. low education background lack of motivation, and inability to adapt with digital technology