Pelestarian Kain Tapis Lampung melalui Inovasi Produk pada UMKM Thasya Ethnic Bandar Lampung

Abstract

Lampung tapis cloth is a cultural heritage of Lampung that represents rich philosophical values and a strong cultural identity. However, globalization, changing lifestyles, and the declining interest of younger generations have posed significant challenges to its preservation. This study aims to analyze the product innovation strategies implemented by Thasya Ethnic, a local small and medium-sized enterprise (SME), in preserving Lampung tapis cloth while enhancing its relevance in the modern market. The research employed a qualitative approach with a case study design. Data were collected through observation, in-depth interviews with the owner of the enterprise, and documentation, and were analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings indicate that Thasya Ethnic adopts a product diversification strategy by transforming tapis cloth into various modern products, including fashion items, accessories, souvenirs, and home décor. This innovation enables the cultural values of tapis to remain integrated into everyday life, expands market reach, enhances its appeal to younger generations, and creates economic opportunities for entrepreneurs and local artisans. In addition to serving as a business strategy, Thasya Ethnic's product innovation has proven to be an effective instrument for cultural preservation, as it maintains the cultural identity of Lampung without compromising the cultural meanings embedded in the cloth. Therefore, local culture-based product innovation can serve as a relevant approach to ensuring the sustainability of cultural heritage amid the dynamics of modernization and the digital economy.