Development of a Marketing Strategy for Moke in the Digital Era (A Case Study in Tuapukan Village, Kupang Regency)

Abstract

In Tuapukan Village, a portion of the community meets their livelihood needs by selling traditional alcoholic beverages (Moke). However, in the sales process, technology and social media have not been fully utilized to promote their products, resulting in limited consumer reach and, consequently, a lack of support for improving the welfare of those engaged in the Moke business. The purpose of this research is to develop effective marketing strategies through the use of technology and social media to increase sales volume. The research employed a qualitative method (case study), along with strategy development using the TOWS analysis technique Threats, Weaknesses, Opportunities, and Strengths in order to generate various strategic options for advancing Moke marketing. The key informants in this study included the Village Head, Moke producers, and consumers. The findings indicate the necessity of transforming marketing strategies from conventional models to more modern and adaptive approaches, particularly by innovating Moke distillation equipment to achieve standardized taste quality.