STRATEGI INOVASI ANYAMAN RUMPUT PURUN DALAM PENJUALAN DI DESA PEDAMARAN VI KABUPATEN OGAN KOMERING ILIR

NURAINI, SALSABILA and Nueraheni, Dyah Hapsari Eko (2024) STRATEGI INOVASI ANYAMAN RUMPUT PURUN DALAM PENJUALAN DI DESA PEDAMARAN VI KABUPATEN OGAN KOMERING ILIR. Undergraduate thesis, Sriwijaya University.

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Abstract

RINGKASAN Desa Pedamaran VI Kabupaten Ogan Komering Ilir merupakan desa penghasil kerajinan Anyaman Rumput Purun yang sudah dilakukan secara turun temurun, dan merupakan warisan budaya dari para leluhur yang harus dikembangkan dan dilestarikan. Selain itu menganyam tikar purun juga memiliki potensi ekonomi yang tinggi bagi masyarakat setempat. Namun hal ini tentu ada tantangan yang dihadapi pengrajin anyaman tikar purun dalam mewariskan nilai-nilai budaya, karena kehidupan sosial yang dinamis membawa gaya hidup dan pola pikir masyarakat luar yang mengancam kebertahanan dari kebudayaan masyarakat pedamaran. Kurangnya strategi inovosi para pengrajin anyaman tikar purun berdampak pada penjualan produk yang menurun setiap tahunnya. Produk yang dibuat pengrajin belum dikenal oleh masyarakat secara luas. Anyaman purun yang dihasilkan hanya didistribusikan ke pasar-pasar lokal di sekitar tempat pengrajin. Persaingan dalam pemasaran produk yang dihadapi menuntut pengrajin anyaman purun harus mampu merumuskan strategi yang efektif untuk meningkatkan penjualan produk anyaman purun sehingga industri anyaman purun ini dapat berkembang seiring dengan terus meningkatnya laju pertembuhan industri. Maka dilakukan penelitian untuk mengetahui apa yang menjadi kendala dalam penjualan anyaman rumput purun dan bagaimana strategi inovasi anyaman rumput purun dalam penjualan di Desa Pedamaran IV Kabupaten Ogan Komering Ilir. Metode penelitian yang digunakan adalah deskriptif kualitatif. Adapun dalam pengumpulan data dilakukan dengan cara observasi, wawancara secara mendalam dan dokumentasi kemudian dianalisis menggunakan teori pilihan rasional dari James S. Colleman. Hasil penelitian menunjukkan bahwa terdapat kendala dalam penjualan anyaman rumput purun di Desa Pedamaran VI yaitu (1) Kalah saing terhadap produk yang lebih modern (2) Inovasi pada produk belum maksimal. Sehingga strategi inovasi yang dilakukan oleh pengrajin yaitu (1) Membuat produk anyaman rumput purun selain tikar (2) Menciptakan warna dan motif anyaman yang lebih menarik. Kata Kunci: Strategi inovasi, Anyaman Rumput Purun, Peningkatan Penjualan. SUMMARY Pedamaran VI Village in Ogan Komering Ilir Regency is known for its traditional craft of weaving purun grass, which has been passed down through generations as a cultural heritage that must be preserved and developed. Moreover, weaving purun mats has significant economic potential for the local community. However, purun mat weavers face challenges in passing down cultural values, as dynamic social life brings external lifestyles and mindsets that threaten the preservation of Pedamaran's culture. The lack of innovation strategies among purun mat weavers has led to a decline in product sales each year. The weavers' products are not widely recognized by the public, as purun crafts are only distributed to local markets around the weavers' area. Competition in product marketing requires purun weavers to formulate effective strategies to boost sales so that the purun weaving industry can grow alongside the increasing pace of industrial development. A study was conducted to identify the obstacles in selling purun grass crafts and explore innovation strategies for purun grass sales in Pedamaran IV Village, Ogan Komering Ilir Regency. The research method used was descriptive qualitative. Data collection was carried out through observation, in-depth interviews, and documentation, then analyzed using the rational choice theory of James S. Coleman. The results showed that there are two main challenges in selling purun grass crafts in Pedamaran VI: (1) Losing competition against more modern products and (2) Lack of product innovation. Therefore, the innovation strategies implemented by the weavers include (1) Creating purun grass products other than mats and (2) Developing more attractive colors and weaving patterns. Keywords: Innovation strategy, Purun Grass Weaving, Sales Improvement.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	pemberdayaan masyarakat, Sosial Masyarakat
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 69201-Sociology (S1)
Depositing User:	Salsabila Nuraini
Date Deposited:	19 Nov 2024 01:42
Last Modified:	19 Nov 2024 01:42
URI:	http://repository.unsri.ac.id/id/eprint/159575

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