JEFMS Journal

ABSTRACT:

The existence of SMEs Sarong Samarinda has become one of the pillars of the economy of some Samarinda people. From raw material suppliers, weavers, business owners, and souvenir shops to online store activists, all are involved and feel the economic impact of the existence of the Samarinda Sarong Center. Like SMEs in Indonesia, Samarinda Sarong centers also experience many problems and obstacles in the sustainability of their business, especially in marketing Samarinda sarong products to the international market. This article examines how to maintain and develop the Samarinda Sarong SMEs in the 4.0 era, which is full of challenges to export. Case study research methods with field research, observation, and interviews. The study results show that the biggest problem currently experienced by weavers is product marketing and the weavers' mindset toward the importance of implementing management on a simple scale. So far, SMEs Sarong Samarinda has only focused on the domestic market, while opportunities to penetrate the export market are wide open.

KEYWORDS:

SMES, Sarong Samarinda, Industrial Era 4.0, Product Marketing

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