Jurnal Scientia
Vol. 11 No. 02 (2022): Education, Sosial science and Planning technique, November

ENTREPRENEURSHIP ORIENTATION BASED ON LOCAL CULTURAL VALUES AND PRODUCT INNOVATION TO IMPROVE MARKETING PERFORMANCE OF STRIPED FABRIC ARTICLES IN KRAPYAK WETAN, BANTUL, YOGYAKARTA

Dyah Ika Kirana Jalantina (Universitas Pandanaran)
Dewi Fatmasari (Universitas Pandanaran)

Article Info

Publish Date
01 Dec 2022

Abstract

This study aims to analyze and describe in detail the entrepreneurial orientation based on local cultural values ​​and product innovation as an effort to improve marketing performance of lurik fabric craftsmen in Krapyak Wetan, Bantul, Yogyakarta. The analysis uses descriptive qualitative research methods with research instruments, namely interviews, direct observation and documentation. The results of the research analysis show that the development of the lurik craft business has ups and downs due to the decreasing number of skilled craftsmen using non-machine looms (ATBM), the application of entrepreneurial orientation based on local cultural values ​​can improve the marketing performance of lurik fabrics and requires craftsmen to always innovate. products, play an active role and are willing to take risks.

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Journal Info
Jurnal Scientia
Website

Abbrev

pendidikan

Publisher

SEAN INSTITUTE

Subject

Education Mathematics

Description

Scientific Journal is a publication by Sean Institute, which is devoted to the field of education with the topic of Learning Effectiveness studies, Analysis of Learning Influences, Application of Learning Models and the development of instructional media; we also invite the teachers, researchers, ...