The Role of Sarong MSMEs in Push Local Economic Growth : JEL Classification: L26, L67, O17, O18, R11

Satunggale Kurniawan; Ahmad Zainul Ihsan Arif; Abdul Fatah Fanani

doi:10.37899/mjde.v3i4.423

Authors

Satunggale Kurniawan Master of Public Administration, Wijaya Putra University, Surabaya
Ahmad Zainul Ihsan Arif Master of Public Administration, Wijaya Putra University, Surabaya
Abdul Fatah Fanani Master of Public Administration, Wijaya Putra University, Surabaya

DOI:

https://doi.org/10.37899/mjde.v3i4.423

Keywords:

Cultural Preservation, Digital Marketing Local, Economic Growth Sarong MSMEs, Women’s Empowerment

Abstract

This study seeks to analyze how the role of sarong Micro, Small and Medium Enterprises (MSMEs) is done to encourage economic growth in the area in Gresik City. Besides being economic units that create employment and income, Sarong MSMEs also play a role in improving women empowerment, community involvement and maintain local cultural identity. The method used in this study was a descriptive qualitative approach, which was used to describe business development, marketing strategies, product innovation and contribution of sarong MSMEs to local community. The data was gathered through in-depth interviews, participatory observation and documentation of MSME owners, workers and local consumers. Thematic analysis of data was done and source triangulation used for validation. The findings suggest that the sarong MSMEs are involved in the development of the economy strategically and are able to create jobs, create additional income for the community and stimulate supporting businesses such as the fabric store, coloring services and embroidery business. MSMEs have also embraced digital marketing tactics on social media and e-commerce, created a new traditional and modern design and also offered Customized services to cater to the market competition. Nevertheless, they have further problems with insufficient capital, labor, access to digitalization, and competition by mass-produced and imported products. In general, sarong MSMEs are economic, social and cultural agents that increase the inclusive and sustainable development of sarong in Gresik City.

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