Tantangan dan Dinamika Pengembangan Usaha: Studi Kasus pada Kelompok Paguyuban Usaha Tenun ATBM
DOI:
https://doi.org/10.47747/snfmi.v3i1.3193Abstract
This study aims to examine the dynamics and challenges in developing weaving enterprises using a qualitative descriptive approach with a single case study design. Data were collected through non-participant observation and structured interviews with the group leader and female entrepreneurs The findings show significant development in 2012, with product diversification from stagen to woven fabrics, couple clothing, and other functional products, as well as an increase in production capacity 1,000 per month. Marketing is conducted locally in Yogyakarta and Java through daily credit systems and resellers, as well as international collaboration with Hiroshima University students and buyers from Malaysia. The main challenges include limited regeneration of young weavers, a lack of dedicated marketing administrators, and complicated export licensing. Thematic analysis based on social entrepreneurship theory, social capital theory, and diffusion of innovation theory reveals that the enterprise is not only profit-oriented but also preserves cultural heritage and strengthens community solidarity. Opportunities lie in the growing global demand for ethnic, eco-friendly, and handmade products, while managerial limitations and resistance to innovation remain key obstacles. This study highlights the importance of government support, social networks, and the role of younger generations in ensuring the sustainability of weaving enterprises.
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