STRATEGI EKSPOR CV. CHERRY BLOSSOM DALAM MEMASARKAN KENDANG JIMBE KE PASAR INTERNASIONAL TAHUN 2020-2024
Abstract
In this modern era, MSME players are no longer limited to marketing their products in local markets but can also reach international markets. One MSME that engages in international marketing is CV Cherry Blossom, based in Blitar. CV Cherry Blossom exports handicrafts from local artisans in Blitar, specifically the kendang jimbe (djembe drum). These drums have a competitive advantage in the form of official wood legality certification from the Timber Legality Verification System (SVLK). This research discusses the export strategies used by CV Cherry Blossom in marketing kendang jimbe through Business-to-Business (B2B) to the international market. The strategies employed include, first, a consumer-driven marketing strategy consisting of segmenting, targeting, and positioning. Second, relationship marketing consisting of database marketing, interactive marketing, and personal network marketing. Third, one-to-one marketing. This study uses a qualitative method with primary data sources through interviews and secondary data in the form of literature studies to determine how the strategies implemented by CV Cherry Blossom successfully market kendang jimbe through Business-to-Business (B2B) to international markets. The research finds that CV Cherry Blossom has implemented three strategic concepts to market kendang jimbe internationally via B2B. Several countries that have successfully become export destinations include China and Canada.
References
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Salim, D. F., Hurriyati, R., & Sultan, M. A. (2020). Relationship Marketing for B2B Indihome Consumer Loyalty. Advances in Economics, Business and Management Research, 187, 554–559.
Sekerin, V. D., Gorokhova, A. E., Dudin, M. N., Danko, T. P., & Nikolaykin, N. I. (2018). Applying Interactive Marketing Methods to improve the Quality of University Educational Services. Quality Access to Success, 19(163), 37–42.
Seno, A., Zuliarni, S., & Sutrisna, E. (2015). Analisis Peran Pemerintah dalam Perkembangan Industri Kreatif di Pekanbaru (Studi Kasus Pada Sub-Sektor Kerajinan). Jurnal Ilmu Sosial Dan Ilmu Politik, 1–41.
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Wulandari, C. L. (2024). Strategi Ekspor PT Legend Tren Internasional dalam Membawa Minuman Lokal ke Pasar Internasional.
Yanti, P., Ahmad, R. H., & Dirgantari, P. d. (2023). Leveraging Marketing Automation to Enhance Customer Relationship Management and Improve Management Performance in MSME B2B. Jurnal Riset Multidisiplin Dan Inovasi Teknologi 2.
Zimmerman, A., & Blythe, J. (2017). Business to Business Marketing Management. Routledge.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Andirwan, A., Asmilita, V., Zhafran, M., Syaiful, A., & Beddu, M. (2023). Strategi Pemasaran Digital: Inovasi untuk Maksimalkan Penjualan Produk Konsumen di Era Digital. Jurnal Ilmiah Multidisiplin Amsir.
Anisa, N. (2025, February 8). Ekspor Kerajinan Indonesia di 2024 Tembus Rp 11,03 Triliun, Berikut Lima Negara Tujuan Utama. Https://Radarsurabayabisnis.Jawapos.Com/Industri-Perdagangan/2185620601/Ekspor-Kerajinan-Indonesia-Di-2024-Tembus-Rp-1103-Triliun-Berikut-Lima-Negara-Tujuan-Utama.
Camilleri, M. A. (2018). Market Segmentation, Targeting and Positioning. In M. A. Camilleri, Travel Marketing, Tourism Economics and the Airline Product . Springer.
Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology & Marketing, 48(3), 1529–1562.
Chiang, W.-Y. (2019). Establishing high value markets for data-driven customer relationship management systems: An empirical case study. Kybernetes (2019), 3(48), 650–662.
Danko, T. (2005). Kolichestvennye metody analiza v marketinge: monografiya [Quantitative Analysis Methods in Marketing: A Monography. MA: Peruses publishers.
Dilshodovna, A. D. (2023). The Rise of Personalization in Marketing: How Brands Are Tailoring Their Strategies to Individual Customers. Web of Discoveries. Journal of Analysis and Inventions , 1(6).
Doma, S. S. (2013). Relationship Quality as Predictor of B2B Customer Loyalty. SYSTEMICS. CYBERNETICS AND INFORMATICS, 11(1), 72–78.
Dubnitsky, V., & Lozikova, A. (2013). Evolutsiya, sushchnost, klassy, instrumentariy elektronnogo biznesa [Evolution, Essence, Classes and Tools of Digital Business]. Vostok.
Famy. (2025, June 25). Kendang Jimbe, Blitar. Retrieved from Pusaka Jawatimuran. Https://Jawatimuran.Disperpusip.Jatimprov.Go.Id/2012/04/05/Kendang-Jimbe-Blitar/.
Gupta, S., Melewar, T., & Bourlakis, M. (2010). Transfer of brand knowledge in business-to-business markets: a qualitative study. Journal of Business & Industrial Marketing, 395–403.
Hakim, M. I., & Rahmawati, I. D. (2024). Development of B2B Marketing Strategy and SWOT Analysis in Supporting SDGs.
Hasani, A. A., & Jatmiko, B. P. (2025, January 22). Pengiriman Kendang Jimbe Blitar ke China Tandai Ekspor Perdana UKM Jatim di Tahun 2025. Https://Lestari.Kompas.Com/Read/2025/01/22/173203486/Pengiriman-Kendang-Jimbe-Blitar-Ke-China-Tandai-Ekspor-Perdana-Ukm-Jatim-Di?Page=all.
Hashem, T. N. (2021). The Reality of Internet of Things (IoT) in Creating a Data-Driven Marketing Opportunity: Mediating Role of Customer Relationship Management (CRM). Journal of Theoretical and Applied Information Technology , 99(2), 329–342.
Hutt, M. D., & Speh, T. W. (2010). Business Marketing Management: B2B. South-Western Cengage Learning.
Insights, F. (2022, July 16). Ekonomi Global Bergejolak, Ekspor Produk Kayu Indonesia Masih Catat Tren Positif. Https://Forestinsights.Id/Ekonomi-Global-Bergejolak-Ekspor-Produk-Kayu-Indonesia-Masih-Catat-Tren-Positif/.
Islam, D. A., Listiani, A., & Apriyana, N. (2025). Analisa Strategi STP pada Keputusan Pembelian Produk Email Microsoft 365 di Pasar B2B. Jurnal Education and Development Institut Pendidikan Tapanuli Selatan, 217–222.
Jatmiko, B. P. (2022, March 1). Berdayakan Perajin Kendang Jimbe Blitar, Anik Sukses jadi Eksportir Beromzet Rp 5 Miliar Per Bulan. Https://Umkm.Kompas.Com/Read/2022/03/01/143548483/Berdayakan-Perajin-Kendang-Jimbe-Blitar-Anik-Sukses-Jadi-Eksportir-Beromzet-Rp?Page=all.
Kamalina, A. R. (2024, December 24). Kaleidoskop 2024: Rata-Rata Kurs Rupiah terhadap Dolar AS Lewati Asumsi APBN. Https://Ekonomi.Bisnis.Com/Read/20241224/9/1826788/Kaleidoskop-2024-Rata-Rata-Kurs-Rupiah-Terhadap-Dolar-as-Lewati-Asumsi-Apbn.
Kanagal, N. (2009). Role of Relationship Marketing in Competitive Marketing Strategy. Journal of Management and Marketing Research, 1–17.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing 17th edition (17th ed.). Pearson Education Limited.
Maihani, S., Syalaisha, S. N., Yusrawati, T. M. N., Ria, D., Kumita, & Zaki, S. A. (2023). Peran Kecerdasan Buatan Artificial Intelligence (AI) dalam Inovasi Pemasaran. Warta Dharmawangsa.
Martin, G. (2011). The Importance Of Marketing Segmentation. American Journal of Business Education.
Mochammad Akmal Putra. (2025a, November 5). Wawancara CV. Cherry Blossom 5 November.
Mochammad Akmal Putra. (2025b, December 16). Wawancara CV. Cherry Blossom 16 Desember.
owo. (2023, May 24). Pemberdayaan Industri Kreatif Dorong Pertumbuhan Wirausaha. Https://Www.Neraca.Co.Id/Article/180150/Pemberdayaan-Industri-Kreatif-Dorong-Pertumbuhan-Wirausaha.
Palmatier, R. W. (2008). Relationship Marketing. Cambridge. Marketing Science Institute.
Prastyoko, F. B., Fanani, D., & Mawardi, M. K. (2016). Strategi Pemasaran Kerajinan Gerabah yang Berorientasi Ekspor pada PT. Lombok Putri Cinderamata. Jurnal Administrasi Bisnis.
Rajendran, R. P., Shilpi, K., Kushwaha, M. S., & Pawar, S. A. (2024). Investigating Personalized Marketing Techniques and Their Impact on Consumer Engagement. Journal of Informatics Education and Research, 4.
Roosinda, F. W., Lestari, N. S., Utama, A. A. G. S., Anisah, H. U., Siahaan, A. L. S., Islamiati, S. H. D., Astiti, K. A., Hikmah, N., & Fasa, M. I. (2021). Metode Penelitian Kualitatif. Zahir Publishing.
S, N. E. , P., I. A., A., & Putera, R. E. (2024). Tata Kelola Industri Kreatif di Indonesia dalam Perspektif Sound Governance. JURNAL ILMU ADMINISTRSI NEGARA (AsIAN), 1–10.
Salim, D. F., Hurriyati, R., & Sultan, M. A. (2020). Relationship Marketing for B2B Indihome Consumer Loyalty. Advances in Economics, Business and Management Research, 187, 554–559.
Sekerin, V. D., Gorokhova, A. E., Dudin, M. N., Danko, T. P., & Nikolaykin, N. I. (2018). Applying Interactive Marketing Methods to improve the Quality of University Educational Services. Quality Access to Success, 19(163), 37–42.
Seno, A., Zuliarni, S., & Sutrisna, E. (2015). Analisis Peran Pemerintah dalam Perkembangan Industri Kreatif di Pekanbaru (Studi Kasus Pada Sub-Sektor Kerajinan). Jurnal Ilmu Sosial Dan Ilmu Politik, 1–41.
Sidauruk, R. (2015). Peningkatan Peran Pemerintah Daerah dalam Rangka Pengembangan Ekonomi Kreatif di Provinsi Jawa Barat. Jurnal Bina Praja, 141–157.
(SILK), S. I. L. dan K. (n.d.). Tentang SVLK. Https://Silk.Menlhk.Go.Id/Index.Php/Info/Vsvlk/1.
Sivesan, S. (2019). Impact of Service Quality on Customer Satisfaction in Life Insurance Companies in Sri Lanka. Global Journal of Management and Business Research.
Taufik, E. (2023). Konsep Inti Manajemen Pemasaran. Media Edukasi Indonesia.
Teruna, D., Ardiansyah, T., & Awaloedin, M. (2022). Model Strategy B2B dalam Meningkatkan Consumer Loyalty di Indonesia. Journal of Management.
Trademap. (n.d.). List of products exported by Indonesia. Https://Www.Trademap.Org/Product_SelCountry_TS.Aspx?Nvpm=1%7c360%7c%7c%7c%7cTOTAL%7c%7c%7c2%7c1%7c1%7c2%7c2%7c1%7c1%7c1%7c1%7c1.
tredeimex. (2024, April 10). Top 10 Wood Exporting Countries of 2023. Https://Www.Tradeimex.in/Blogs/Top-10-Wood-Exporter#:~:Text=Indonesia:%20$7%2C49%20miliar,2023%20senilai%20$731%2C17%20juta.
Usman, R. (2024, March 3). Ekspor Kerajinan Tembus US$ 802,597 Juta Sepanjang 2023. Https://Industri.Kontan.Co.Id/News/Ekspor-Kerajinan-Tembus-Us-802597-Juta-Sepanjang-2023.
Wulandari, C. L. (2024). Strategi Ekspor PT Legend Tren Internasional dalam Membawa Minuman Lokal ke Pasar Internasional.
Yanti, P., Ahmad, R. H., & Dirgantari, P. d. (2023). Leveraging Marketing Automation to Enhance Customer Relationship Management and Improve Management Performance in MSME B2B. Jurnal Riset Multidisiplin Dan Inovasi Teknologi 2.
Zimmerman, A., & Blythe, J. (2017). Business to Business Marketing Management. Routledge.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2026-04-30
How to Cite
Putra, M., Hanifmirza, F., & Purbantina, A. (2026). STRATEGI EKSPOR CV. CHERRY BLOSSOM DALAM MEMASARKAN KENDANG JIMBE KE PASAR INTERNASIONAL TAHUN 2020-2024. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 3079-3099. https://doi.org/10.31955/mea.v10i1.7457
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