Analysis of Product Knowledge and Knowledge Sharing in Optimizing Promotion of Souvenir Marketing at Bukit Tangkiling Tourism, Central Kalimantan-Indonesia
DOI:
https://doi.org/10.55927/ijems.v3i2.104Keywords:
Product Knowledge, Knowledge Sharing, Promotion Formulation, Batik ProductsAbstract
Research in the field of marketing management highlights the strategic importance of optimizing promotional strategies through product knowledge and knowledge sharing, particularly in improving the economic welfare of local product entrepreneurs. This study focuses on batik—an iconic and culturally rich traditional textile—which serves not only as a regional aesthetic symbol but also as an economically valuable commodity that contributes to regional development through increased income generation. Batik possesses unique philosophical, historical, and artistic dimensions, positioning it as a high-potential cultural heritage product. The research was conducted among 80 batik entrepreneurs in the Bukit Tangkiling Tourism Area of Palangka Raya, Central Kalimantan, Indonesia, a region known for its diverse local creative industries. The study adopted a quantitative research design, utilizing the Partial Least Squares (PLS) statistical analysis method to test the influence of product knowledge and knowledge sharing on marketing effectiveness and income improvement
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