Building Consumers’ Awareness on Local Creative Industry Products

Abstract

Creative industry products in Indonesia, especially Mendong from Tasikmalaya are in demand by foreign consumers, especially Korea, Malaysia, India, and the United Kingdom. However, local consumers are not that interested in the products, thus some Mendong sellers shut down their business. Therefore, this study aimed at building local consumers’ awareness of Mendong crafts from Tasikmalaya. This study employed a survey method by using qualitative approach to collect the data. It involved consumers of Mendong crafts products in Tasikmalaya. The data analysis technique used was induction. The result of this study shown that consumers’ awareness can be built by making changes in their perceptions. All respondents knew about Mendong crafts but they didn’t know about the diversity of the products, doubted the product quality, didn’t know where to buy them, and some respondents bought them only for souvenirs. Consumers were less informed about Mendong crafts, thus, the marketing needed to be intensified by providing moral information about the variety of Mendong crafts, and an encouragement to buy and use Mendong crafts as local products need to be preserved. Information about Mendong crafts can be delivered to the consumers in the form of advertisement, publicity, e-commerce as well as taking part in exhibitions.