P I C E E B A, 1ST PICEEBA 2018

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INNOVATION STRATEGY OF SILUNGKANG SONGKET AS THE WORLD HERITAGE OF TOURIST ICON
Dessi Susanti

Last modified: 2018-06-28

Abstract


This research is expected to produce a road map of the innovation strategy of silungkang songket and to create the profile of the innovation factors of its to exist nationally and internationally. Data were collected by using observation method, documentation study, interview with silungkang songket businessman, Minangkabau customary figure and expert from industry and trade office. This research uses descriptive and qualitative research design. The conclusions of this research are: 1) Silungkang songket, is a high-value weaving art because it is closely related to the culture and customs of the local people, especially in cutural activities are often dressed using songket cloth; it is good for kebaya fabric, headband, sarung, teluk belanga cloth etc. 2) The innovation strategy of silungkang weaving are: a) Equipment and materials, formerly using gedogan then increased with the advent of Non Weaving Machine and increasing again with the emergence of Machine Weaving Tool. If formerly used 100% cotton then it is now using the yarn that varies according to market demand such as silk, b) Motif and variety of silungkang songket develop from time to time along with the times and following the market needs, c) Cultural value. The value of purity and other values that become the reference in the daily life of society exist in silungkang songket. It provides its own power then it can emit the beauty of weaving and this becomes the specialty of silungkang songket. d) In staining, silungkang woven follow the old pattern, it means on the use of colors back to the nature or natural colors, it recalls the booming words 'back to nature'. e) The development of social media have an impact on silungkang weaving business in selling their products such as through an account on Facebook / blog. 3) Silungkang Woven Innovation Factors: a) Cooperation with government and private institutions through certain event in the form of shopping tour of silungkang weaving products for guests who come, b) Controlling the quality, in order to produce a good quality of weaving.


Keywords


Innovation Strategy, Innovation Factors, Silungkang Weaving/ Silungkang Songket