The Role of Marketing for Product Innovation on Buyer Decisions Uis Karo

Abstract

This study aims to examine the role of marketing in the purchasing decisions of Uis Karo fabric. Uis Karo fabric, which is a product of Indonesian culture, possesses high aesthetic and symbolic value, making effective marketing crucial for attracting consumer attention. The research method employed is a qualitative approach, with data collection conducted through interviews and observations of business actors and consumers. The results indicate that marketing strategies, which include increasing brand awareness, using appealing visual elements, and identifying the right target market, significantly contribute to purchasing decisions. Additionally, communication of the product's value and advantages, interaction with consumers through social media, and positive promotions and reviews from consumers also play an important role. This study concludes that effective marketing, along with product innovation, not only enhances product visibility but also builds a strong relationship between the brand and consumers, thereby increasing the chances of success in the Uis Karo fabric market.