Marketing of Cilembu Sweet Potato Seeds in the Cybernetics Era through the Content of Dongeng Hui Cilembu

DOI

10.2991/imm-16.2016.4How to use a DOI?

Keywords

Cilembu sweet potato, cybernetics, economic literacy, ethnostorytelling, folktale

Abstract

This study is aimed to describe the role of folktale as indigenous knowledge that are communicated from generation to generation from the older to the younger in building Cilembu sweet potato cultivation system based on local wisdom. The spoken culture of Dongeng Hui Cilembu (Tale of Cilembu Sweet Potato) made the locals believe that the cultivation of Cilembu sweet potato can only be done in Cilembu village, thus if grown in other regions, it will not be sweet. This belief cause problems when sweet potato export demand increases while the fields are limited, harvest acceleration is hampered and the price of crop is low because the management is still conventional. On the one hand, Dongeng Hui Cilembu can maintain local wisdom. However, on the other hand, decreased productivity causes financial problems for the farmers. The subject of the study is the young people of Cilembu village and the object of the study is Dongeng Hui Cilembu. This study used a qualitative method with case study approach. Data were collected through interview, observation and document study. Dongeng Hui Cilembu which is believed to be a myth, in fact can be an effective marketing content in the cybernetics era. The marketing of Cilembu sweet potato seeds that is packed using ethnostorytelling is an interesting part from the study's findings. Dongeng Hui Cilembu as a folktale can boost the sales of Cilembu sweet potato seeds and increase farmers'revenue (micro-financial) that affects not only the preservation of local wisdom but also sustainable economic development.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Susanti Agustina
AU  - Wina Erwina
PY  - 2016/10
DA  - 2016/10
TI  - Marketing of Cilembu Sweet Potato Seeds in the Cybernetics Era through the Content of Dongeng Hui Cilembu
BT  - Proceedings of the International Conference, Integrated Microfinance Management for Sustainable Community Development (IMM 2016)
PB  - Atlantis Press
SP  - 20
EP  - 26
SN  - 2352-5428
UR  - https://doi.org/10.2991/imm-16.2016.4
DO  - 10.2991/imm-16.2016.4
ID  - Agustina2016/10
ER  -