Abstract
Art shop in Tegallalang is one of the businesses that were built by the community with a small capital as well as the livelihoods of local communities. The expansion of the art shop in Tegallalang causing the large number of tourists visiting Tegallalang, it is also supported by the presence of a tourism destination with the beauty of rice fields across the village that is known for its slender stones.
 This research uses qualitative descriptive method, i.e. by doing interviews, observation, documentation, library studies and questionnaires. The technique of determination of informants used is purposive sampling technique and determination of the sample using the quota sampling and accidental sampling.
 The result of this study show a marketing strategy that can be used by traders to face competition that is creating cultural tourism atttractions activities, introducing product manufacturing techniques to consumer, improving the ability in technologi, providing parking lots and transit places, providing facilities that can facilitate employes in work, improving quality or multiplaying product models, working with other in buying raw materials, make arrangement of prices agreement with other art shop and angage in English training.
 Keywords: Businesses, local Art shop, marketing strategies, and competitiveness
Highlights
Pariwisata merupakan salah satu sektor yang dapat meningkatkan pertumbuhan ekonomi Negara maupun masyarakat (Purnamasari 2016)
Art shop in Tegallalang is one of the businesses that were built by the community with a small capital as well as the livelihoods of local communities
The expansion of the art shop in Tegallalang causing the large number of tourists visiting Tegallalang, it is supported by the presence of a tourism destination with the beauty of rice fields across the village that is known for its slender stones
Summary
Vol 6 No 1, 2018 wisatawan yang sudah mengenal adanya art shop di Tegallalang dan ditunjang dengan adanya destinasi wisata yaitu Ceking serta Tegallalang merupakan jalur penghubung (transit). Meningkatnya jumlah art shop di Tegallalang dapat menyebabkan ancaman bagi pengusaha masyarakat lokal, hal ini karena masyarakat non local banyak yang membuka art shop di Tegallalang. Munculnya Masyarakat Ekonomi ASEAN (MEA) juga menjadikan ancaman bagi pengusaha kecil, karena akan munculnya pesaing dengan memiliki ekonomi yang tinggi dan kualitas yang lebih baik, serta strategi pemasaran yang sudah tersusun (Purnamasari 2016). Dalam penelitian ini terdapat beberapa konsep yang digunakan untuk menganalisis data yang didapat dilapangan, yaitu: Chandra (2002) mengemukakkan bahwa strategi pemasaran adalah suatu rencana dari perusahaan dalam menghadapi dampak dari berbagai program pemasaran terhadap permintaan produk di pasar sasaran yang akan ditentukan. Berdasarkan pengertian tersebut strategi pemasaran dalam penelitian ini adalah polapikir dari pengusaha dalam mengatasi persaingan dan bias membuat pelanggan merasa puas dengan produk yang dijual
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