Rembitan Weaving Goes Digital
Weaving the Future With Innovation
DOI:
https://doi.org/10.46891/kainawa.5.2023.65-75Keywords:
digital marketing, innovation, weaving village, Rembitan village, LombokAbstract
Rembitan Village in Pujut District, Central Lombok Regency is one of the tourist villages that is famous for its typical Lombok Traditional Woven Fabric. This woven fabric is a cultural heritage that has been preserved for generations by the people of Rembitan Village. However, in this modern era, Lombok Traditional Woven Fabric in Rembitan Village faces various challenges, especially in terms of marketing its products. In an effort to maintain its existence, Rembitan Village has made various innovations, in the form of digital marketing. This study aims to identify innovations in Lombok traditional weaving villages as an effort to maintain tradition in the modern era. This study uses a qualitative method with a phenomenological approach. Research data were obtained through in-depth interviews with key informants consisting of community leaders, weaving crafters, and weaving consumers. The results showed that weaving village innovation has successfully improved the competitiveness of Rembitan Village and the sustainability of traditional woven fabrics typical of Lombok. Digital marketing is considered effective for promoting and commercializing traditional Lombok traditional woven fabric products from Rembitan Village, making them more appealing and easily recognized by modern consumers. Training based on good practices, digital literacy, and digital platform-based marketing further strengthens the existence of Desa Tenun, which produces quality woven fabrics and is able to reach a wider market. Weaving Village innovation has become an important strategy to maintain tradition in the modern era. Innovation can help traditions to remain relevant and in accordance with the demands of the times.
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