Heritage-Based Entrepreneurship and Digital Transformation in the Creative Economy: Revitalizing Majapahit Batik in Indonesia
https://doi.org/10.62157/ijsdfs.v3i1.104
Keywords:
Entrepreneurship, Digital transformation, Creative economy, HeritageAbstract
The sustainability of traditional cultural industries is increasingly challenged by globalization, changing consumer preferences, and the rapid growth of digital markets. Majapahit Batik, a heritage-based craft rooted in the historical legacy of the Majapahit Kingdom in Indonesia, faces similar pressures in maintaining both its cultural authenticity and commercial relevance. This study aims to examine how heritage-based entrepreneurship and digital transformation contribute to the revitalization and market expansion of Majapahit Batik within Indonesia’s creative economy. Using a qualitative descriptive approach with a case study design, the research investigates three batik micro, small, and medium enterprises (MSMEs) located in Mojokerto: Batik Majapahit Negi, Batik Sekar Arum, and MyDebz Batik. Data were collected through in-depth interviews, field observations, and document analysis of digital marketing content. The findings reveal three key strategies driving the revitalization of heritage batik: (1) product innovation that reinterprets traditional Majapahit motifs through contemporary designs while preserving cultural symbolism; (2) digital transformation through social media, online marketplaces, and digital branding that expands market reach beyond local boundaries; and (3) cultural storytelling that communicates the historical and philosophical meanings of batik motifs, strengthening brand authenticity and consumer engagement. The study demonstrates that the collaboration between heritage values, creative innovation, digital technologies, and narrative branding forms a sustainable model of cultural entrepreneurship for traditional craft industries. The findings suggest that heritage-based industries can remain competitive in the modern creative economy when cultural preservation is integrated with innovation and digital strategies. These insights provide practical implications for artisans, creative entrepreneurs, and policymakers seeking to sustain cultural heritage while promoting inclusive economic development.
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