%T ANALISIS KEARIFAN LOKAL DALAM PEMASARAN 
DESA WISATA
%X Penelitian ini bertujuan untuk menganalisis bagaimana kearifan lokal dapat 
diintegrasikan dalam strategi pemasaran desa wisata, dengan studi kasus di 
Kampung Adat Cireundeu Kota Cimahi. Kampung ini dikenal memiliki 
kekayaan nilai budaya seperti pola hidup Sunda Wiwitan, ketahanan pangan 
berbasis singkong (rasi), serta pelestarian hutan larangan yang menjadi potensi 
besar dalam pengembangan pariwisata berbasis budaya. Namun hingga kini, 
strategi pemasaran formal belum dirumuskan secara sistematis, sehingga 
menarik untuk dikaji dari perspektif akademik dan praktis. Pendekatan 
penelitian yang digunakan ialah kualitatif dengan teknik pengumpulan data 
melalui in-depth interview dan observasi kepada Masyarakat lokal, pengelola, 
wisatawan, dan pemerintah setempat. Data dianalisis menggunakan thematic 
analysis dengan berfokus pada Identifikasi kearifan lokal, persepsi mengenai 
marketing mix (7P), serta faktor pendukung dan penghambat dalam 
pengembangan pemasaran. Hasil penelitian menunjukkan bahwa meskipun 
tidak memiliki strategi formal, elemen-elemen pemasaran seperti product, price, 
promotion, dan process sudah mengandung nilai-nilai budaya lokal. Ditemukan 
pula bahwa partisipasi masyarakat dan kekuatan identitas budaya menjadi faktor 
utama pendukung, sementara keterbatasan digitalisasi dan kekhawatiran 
terhadap komersialisasi budaya menjadi penghambat. Penelitian ini 
menyimpulkan bahwa praktik pemasaran berbasis kearifan lokal berjalan secara 
organik, meski belum diformulasikan secara formal, dan berpotensi mendukung 
keberlanjutan desa wisata. 

This study aims to analyze how local wisdom can be integrated into village 
tourism marketing strategies, with a case study of Kampung Adat Cireundeu in 
Cimahi City. The village is known for its rich cultural values such as the Sunda 
Wiwitan way of life, food security based on cassava (rasi), and the preservation 
of sacred forest areas—elements that represent great potential for the 
development of culturally based tourism. However, to date, no formal marketing 
strategy has been systematically formulated, making it a relevant subject for 
academic and practical inquiry. This research adopts a qualitative approach, 
using in-depth interviews and observation to collect data from local 
communities, tourism managers, visitors, and local government officials. The 
data were analyzed using thematic analysis, focusing on the identification of 
local wisdom, perceptions of the marketing mix (7Ps), as well as the supporting 
and inhibiting factors in marketing development. The findings reveal that 
although a formal strategy has not yet been established, several marketing 
elements such as product, price, promotion, and process already reflect 
embedded local cultural values. Strong community participation and cultural 
identity emerged as key supporting factors, while limited digitalization and 
concerns about cultural commodification were identified as main barriers. The 
study concludes that marketing practices based on local wisdom evolve 
organically, even without formal formulation, and hold significant potential to 
support the sustainable development of tourism villages.
%D 2025
%K Kearifan Lokal; Marketing Mix; Strategi Pemasaran; Desa Wisata

Local Wisdom; Marketing Mix; Marketing Strategy; Tourist Village
%L repoupi142101
%O https://scholar.google.com/citations?view_op=list_works&hl=en&user=HBxbPJ0AAAAJ

ID SINTA Dosen Pembimbing:
Heri Puspito Diyah Setiyorini: 5978343
Rijal Khaerani: 6722119
%A - Anisya Nur Fatin
%A - Heri Puspito Diyah Setiyorini
%A - Rijal Khaerani
%I Universitas Pendidikan Indonesia