STRATEGI PENINGKATAN PENGETAHUAN MASYARAKAT TERHADAP KEBERADAAN GALERI DEKRANASDA KOTA PARIAMAN

Abstract

The lack of public awareness regarding the existence of the Dekranasda Gallery in Pariaman City has resulted in low visitor numbers and limited promotion of local handicraft products. This study aims to analyze the factors causing low visitation and to formulate effective communication strategies to increase public awareness and participation. The activities were carried out through a 40-day internship program at the Department of Industry, Trade, Cooperatives, and SMEs of Pariaman City, using observation, interviews, documentation, and fieldwork methods. The results indicate that the main factors include a less strategic location, limited accessibility, an unremarkable gallery exterior, and minimal promotion. Proposed strategies include optimizing social media presence, collaborating with third parties, providing attractive product information, sustaining promotional activities, and enhancing gallery visual signage. Implementing these strategies is expected to improve public awareness and strengthen the branding of the Dekranasda Gallery.