Promosi Ekspor Tekstil Indonesia ke Pasar Global: Studi Kasus Strategi PT. Behaestex dalam Meningkatkan Volume Ekspor
Studi Kasus Strategi PT. Behaestex dalam Meningkatkan Volume Ekspor
Abstract
Exports around the world have been disrupted by the COVID-19 pandemic, including in Indonesia. This has caused a decline in exports for East Java exporters since the COVID-19 pandemic first appeared in Indonesia in 2020; however, PT. Behaestex, which is one of the East Java exporters, experienced an increase in exports in 2021 when the pandemic was still spreading. This study aims to determine how PT. Behaestex's export strategy, especially its export promotion strategy, can increase its exports in 2021. In writing this research, the author used a descriptive qualitative research method with data collection techniques in the form of interviews and literature studies. The results of this study are that PT. Behaestex implements an export promotion strategy, namely promotion on online media, product exhibitions, promotions with government facilities, promotions targeting targets based on research results, and the use of culture as promotion. PT carries out promotion on online media. Behaestex, one of which is by promoting its products on marketplaces. PT carries out product exhibitions—Behaestex by exhibiting its products at Inacraft. Promotion facilitated by the government is carried out by PT. Behaestex by participating in the Trade Expo Indonesia. Targeted promotion based on research results conducted by PT. Behaestex with mapping. The use of culture as a product promotion is carried out by PT. Behaestex by adjusting the sarong motif according to the preferences of the destination country.
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Copyright (c) 2026 Fadilah Yazid, Resa Rasyidah
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