Inovasi Produk dan Strategi Pemasaran Ikan Dole sebagai Ekonomi Kreatif Berbasis Komunitas Melalui Even dan Festival Budaya Kota Baubau

Résumé fourni par la source

This study aims to analyze product innovation, community-based marketing strategies, cultural event utilization, and development directions for ikan dole as a community-based creative economy product in Baubau City using an Explanatory Sequential Mixed Methods design. Quantitative data collected from 30 respondents via questionnaires were analyzed descriptively across four key aspects, while qualitative data from interviews, observations, and documentation deepened these findings. The results highlight positive potential for ikan dole through modernized processing, packaging, flavor, and quality standards. Furthermore, community-based marketing requires active involvement from fishermen, MSMEs, and local residents across production and promotion, while cultural events serve as valuable tools for branding. Ultimately, developing ikan dole as a creative economy product demands an integrated strategy combining product innovation, strengthened marketing, local skill enhancement, and strategic participation in cultural festivals.

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