Marketing Strategies to Increase Seller Interest in the Cuan Market Event Organizer in Surabaya
Keywords:
Marketing strategy, thrift event, event organizerAbstract
The event organizer industry in Indonesia is experiencing rapid growth as the public's demand for well-organized, safe, and enjoyable events increases. One emerging trend is thrifting, the buying and selling of secondhand clothing that supports a sustainable lifestyle. Cuan Market is a community-based event organizer with a creative concept and a focus on thrift fashion trends. In an effort to attract visitors and sellers, Cuan Market actively utilizes social media, particularly Instagram, to build a strong brand image and reach a broad audience. Although this strategy has proven effective in increasing exposure, Cuan Market still faces various challenges such as high competition, changing market preferences, and other external factors. This study aims to analyze the marketing strategies used by Cuan Market to retain and attract seller participation. The results of this study are expected to contribute to the development of marketing studies in the context of community events and serve as a practical reference for organizers of similar events in Indonesia.
References
Andaresta, L. (2023). 72 Persen Masyarakat Indonesia Gunakan Internet untuk Belanja.
www.hyeabis.id
Arifin, N. A., Djamereng, A., & Musi, S. (2020). Strategi Komunikasi Pemasaran Event
Organizer PT. Tiga Production Dalam Mendapatkan Kepercayaan Pelanggan. 1(3).
Febrianti, V., Zakiyah, & Komarudin, P. (2023). Analisis Strategi Pemasaran Dalam
Meningkatkan Traffic Pengunjung Pada Shopping Centre Citimall Kuala Kapuas.
Jurnal
Ekonomi Bisnis, Manajemen Dan Akuntansi, 2(1), 73–90.
https://doi.org/10.61930/jebmak.v2i1.42 VOLUME PENJUALAN (Studi Pada S-Mart
Swalayan Pasir Pengaraian).
Maulidah, F., & Russanti, I. (2021). Array. Jurnal Online Tata Busana, 10(3), 62–68.
https://doi.org/10.26740/jurnal-online-tata-busana.v10i3.43200 Moleong,
L.
J.
(2012). Metodologi penelitian kualitatif. Bandung : Remaja Rosdakarya.
Ningsiawati. (2024). ”Thrifting”, antara Kesadaran Lingkungan dan Tekanan Kantong Gen
Z. Kompas.id.
Priharto, S. (2023, December 8). Sistem Produksi: Arti, Contoh, Tujuan, dan 6 Jenisnya.
https://accurate.id/marketing-manajemen/pengertian-sistem- produksi/
Putri, A. A. M. S., & Patria, A. S. (2022). PERANCANGAN REFERENSI GAYA
BERPAKAIAN THRIFTING MELALUI FEED INSTAGRAM.
Roslikawati & Tia Listiaty. (2024). Strategi Pengembangan Pemasaran dalam Menarik Minat
Konsumen Pengguna Jasa di Kinipagi Wedding Planner Cirebon. Journal of
Management
and
Creative
https://doi.org/10.30640/jmcbus.v2i3.2914
Business,
(3),
–323.
Sariwaty, Y., Rahmawati, D., Oktaviani, F., & Amran, A. (2021). PENGEMBANGAN USAHA
MIKRO KECIL DAN MENENGAH (UMKM) CALIEF MELALUI IMPLEMENTASI
KOMUNIKASI PEMASARAN.
Acquisitions
Sirower, M., & Weirens, J. (2022). The Synergy Solution: How Companies Win the Mergers
and
Game.
Harvard
Business
https://books.google.co.id/books?id=wgUeEAAAQBAJ
Review
Press.
Sutrisno. (2021). SIKAP DAN PERILAKU KONSUMEN RUMAH TANGGA
TERHADAP PRODUK RAMAH LINGKUNGAN. Jurnal Pendidikan Ilmu Sosial,
(2), 120–133. https://doi.org/10.23917/jpis.v31i2.16243
Yatminiwati, M., & Ermawati, E. (2022). Analisis SWOT Dalam Menentukan Strategi
Pemasaran Dalam Upaya Meningkatkan Penjualan Produk.
Robby A., & R Yuniardi, R. (2023). Penerapan Digital Marketing Sebagai Startegi
Pemasaran UMKM. Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia (JPPMI),
-102 .https://doi.org/10.55606/jppmi.v2i2.386
Endarwita. (2021). Strategi Pengembagan Objek Wisata Linjuang Melalui Pendekatan
Analisis SWOT. Jurnal Ilmiah Edunomika. 645-647.
Zahra, Winda R., Herwanto, Dene & Agnezia, Shania V. (2022). Analisis SWOT Dalam
Pengembangan Strategi Pemasaran Tas Pria di Masa Pandemik Covid-19. Jurnal
Industri Servicess. 107. http://dx.doi.org/10.36055/jiss.v8i1.14415
Maharani, M. Utami., Sadiah, Dewi., Mujib, Abdul & Mulqiyah, Hilma. (2022). Strategi
Pemasaran Biro Perjalanan Haji dan Umroh Dalam Meningktakan Minat Calon
Jemaah.
Academic
Journal
of
https://journal.uinsgd.ac.id/index.php/mabrur
Haji
and
Umra.
-95.
Hasni, Fikria., Hamdani, Ikhwan & Arif, Suyud. (2022). Strategi Pemasraan Produk
Tabungan Emas Dalam Upaya Menarik /minat Nasabah pada Pegadaian Syariah
Cabang Bogor Baru. Jurnal Kajian Ekonomi & Bisnis Islam. 196-197.
http://journal.laaroiba.ac.id/index.php/elmal/article/view/722
Khairunnisa, Citra Melati. (2022). Pemasaran Digital Sebagai Strategi Pemasaran:
Conceptual Paper. Jurnal Aplikasi Manajemen dan Inovasi Bisnis. 99 – 100.
Aswandana, Pandu., Rahayu D.A. Suci., Effendy, M.A. Arafat. (2022). Pandangan
Mahasiswa Universitas Negeri Surabaya Terhadap Perubahan Gaya Hidup Akibat
Fenomena Thrifting. Seminar Nasional Ilmu Ilmu Sosia. 532 –533.
Febriansyah, Ricki., Fasa M. Iqbal & Suharto. (2022). Analisis SWOT Strategi Pemasaran
Produk Perbankan Syariah di Indonesia. Jurnal Ekonomi, Keuangan & Bisnis
Syariah. 68 – 70. https://journal.laaroiba.ac.id/index.php/alkharaj/article/view/364
Fahira, P.S. Nadhira & Banowo, Emilianshah. (2025). Fenomena Thrifting Pasar Senen
Sebagai Gaya Hidup Milenial Dalam Meningkatkan Eksistensi Diri. Jurnal Bisnis dan
Komunikasi Digital. 2 – 3. https://doi.org/10.47134/jbkd.v2i2.3665
Aditya, R., & Yuniardi, R. (2021). Strategi Digital Marketing pada UMKM di Masa Pandemi
Covid-19. Jurnal Manajemen dan Kewirausahaan, 13(2), 115–123.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education
Limited.
Roslikawati, D., & Listiaty, T. (2020). Strategi Pemasaran pada Jasa Wedding Organizer
dalam Meningkatkan Daya Saing. Jurnal Ekonomi dan Bisnis, 7(1), 45–52.
Schmitt, B. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act,
Relate to Your Company and Brands. The Free Press.
Volume X, Issue X
Yatminiwati, S., & Ermawati, A. (2022). Analisis SWOT terhadap Strategi Pemasaran Produk
UMKM UD Mahameru. Jurnal Ekonomi Kreatif dan Kewirausahaan, 10(3), 98–106.
Tiga Production. (2021). Strategi Promosi Event Organizer Berbasis Pengalaman Pengunjung.
Jurnal Komunikasi dan Industri Kreatif, 4(2), 33–40.
Kinipagi Wedding Planner. (2020). Studi Kasus Strategi Customer Retention melalui Layanan
Personalisasi. Jurnal Bisnis dan Manajemen, 12(1), 67–75.
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Manajemen
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
