PENGUATAN DAYA SAING EVRIEN MEGA BATIK MELALUI TRANSFORMASI DIGITAL DALAM UPAYA PEMBERDAYAAN EKONOMI KREATIF MASYARAKAT

Authors

  • Thalyta Virgea Anggurel Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Siti Rawdatul Anisa Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Viona Melajifa Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Rara Wahyuni Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Khairiah Elwardah Universitas Islam Negeri Fatmawati Sukarno Bengkulu

DOI:

https://doi.org/10.24252/iqtishaduna.v7i4.69420

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis peran transformasi digital dalam penguatan daya saing Evrien Mega Batik serta dampaknya terhadap pemberdayaan ekonomi masyarakat. Transformasi digital menjadi strategi penting dalam menghadapi perubahan perilaku konsumen dan persaingan industri kreatif yang semakin kompetitif. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui observasi, wawancara mendalam, dan dokumentasi. Hasil penelitian menunjukkan bahwa Evrien Mega Batik telah mengimplementasikan transformasi digital melalui penggunaan media sosial, marketplace, dan strategi digital branding. Implementasi tersebut mampu meningkatkan jangkauan pasar, memperkuat citra merek, serta meningkatkan penjualan. Selain itu, transformasi digital juga memberikan dampak positif terhadap pemberdayaan masyarakat melalui peningkatan kesempatan kerja dan keterampilan digital. Penelitian ini menyimpulkan bahwa transformasi digital tidak hanya meningkatkan daya saing usaha, tetapi juga berkontribusi terhadap penguatan ekonomi kreatif masyarakat secara berkelanjutan.

 

Kata Kunci: transformasi digital, daya saing, ekonomi kreatif, batik, UMKM.

 

Abstract

This study aims to analyze the role of digital transformation in strengthening the competitiveness of Evrien Mega Batik and its impact on community economic empowerment. Digital transformation is a crucial strategy in addressing changes in consumer behavior and the increasingly competitive creative industry. This study used a qualitative approach with a case study method. Data were obtained through observation, in-depth interviews, and documentation. The results show that Evrien Mega Batik has implemented digital transformation through the use of social media, marketplaces, and digital branding strategies. This implementation has been able to increase market reach, strengthen brand image, and increase sales. In addition, digital transformation has also had a positive impact on community empowerment through increased job opportunities and digital skills. This study concludes that digital transformation not only increases business competitiveness but also contributes to the sustainable strengthening of the community's creative economy.

Keywords: digital transformation, competitiveness, creative economy, batik, MSMEs.

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Published

2026-06-19

Issue

Vol. 7 No. 4 (2026): Juli

Section

Volume 7 Nomor 4 Juli 2026

License

Copyright (c) 2026 Thalyta Virgea Anggurel Thalyta Virgea Anggurel, Siti Rawdatul Anisa, Viona Melajifa, Rara Wahyuni, Khairiah Elwardah

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