| dc.description.abstract | This research is a study that discusses the strategy of running makrame crafts as a creative business opportunity located at Jalan Pasar 1, Gg. Garuda, Blok B4, Ringroad, Medan, North Sumatra. This macrame handicraft is the art of knotting knots from rope or yarn to form a tassel. Makrame is included in the creative economy sub-field. Makrame crafts become one of the crafts that have economic value.
This type of research uses a formalist economic anthropology approach. Data collection is done through interviews, observation, and documentation. This study aims to determine consumer interest in macrame crafts and macrame strategies as creative business opportunities.
The results of this study show how consumer interest in macrame crafts, as well as offline and online marketing strategies owned by business actors as an effort to expand market reach. In this research, the author analyzes that makrame is the result of creativity that is learned and then developed by individuals for their respective interests, as well as the owner's strategy in running a makrame business. In line with the concept of marketing mix from Philip Kotler which is used to achieve marketing goals related to macrame business as a creative business opportunity and introduce macrame to a wider range. | en_US |
