Marketing Strategy Development for Dayak Sintang Songket Fabric Using SWOT Analysis: An International Market Penetration Study

Background: Traditional textiles represent significant cultural heritage assets with substantial economic potential in global markets. West Kalimantan's weaving traditions, particularly the songket fabric from Ensaid Panjang village in Sintang Regency, face challenges in accessing international markets despite their cultural value and superior quality. Objective: This study aims to develop comprehensive marketing strategies for Dayak Sintang Songket fabric penetration into international markets through SWOT analysis, identifying internal strengths and weaknesses while exploring external opportunities and threats. Materials and Methods: This research employs a qualitative descriptive approach using SWOT analysis framework. Secondary data were collected from government reports, academic journals, industry publications, and policy documents related to traditional textile marketing and creative economy development. Results: The SWOT analysis reveals significant strengths including unique cultural motifs, traditional handwoven quality, and eco-friendly production processes. Key weaknesses include limited promotional activities, restricted international market access, and inadequate production capacity. Major opportunities exist in growing global sustainable fashion trends and increasing appreciation for authentic cultural products. Primary threats include intense competition from mass-produced textiles and changing consumer preferences toward modern products. Conclusion: Strategic recommendations include product diversification, enhanced digital marketing and branding, international partnerships, and craftsperson capacity building. These strategies can optimize Dayak Sintang Songket's global market potential while preserving cultural authenticity.