Glocalization Strategy of Local Creative Industry MSMEs in Facing the Dynamics of the Digital Economy: A Case Study of Thasya Ethnic, Bandar Lampung
Main Article Content
Abstract
Globalization, marked by the influx of foreign product trends and lifestyles, has shifted public consumption preferences, including in Lampung, causing local culture-based creative industry products to become increasingly marginalized in the domestic market. This condition has been exacerbated by global geopolitical uncertainty, which has triggered operational policy changes such as Work From Home (WFH), fundamentally transforming consumption patterns into digitally driven behaviors. These dynamics pose a serious challenge for local creative industry MSMEs, which must compete amid increasingly complex economic pressures. This study aims to analyze the adaptation strategies of Thasya Ethnic MSME in Bandar Lampung in responding to changes in consumer behavior and economic instability. Using a qualitative descriptive method through direct observation and interviews, the study found that Thasya Ethnic implemented product innovation by transforming *tapis* fabric into functional products such as home décor and modern fashion items. In addition, the company applied operational efficiency through a home-based production system and output-based wage mechanisms to maintain stable cash flow. However, a crucial challenge identified was the inconsistency of digital promotion, which limited broader market reach. This study concludes that the integration of local cultural product innovation and sustainable digital marketing optimization is the key for creative MSMEs to survive through a Glocalization strategy, an approach that adapts local values to remain relevant and competitive within the global market landscape.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Amiruddin, U., & Mandea, M. (2024). DAMPAK PENDEMI COVID-19 TERHADAP PENDAPATAN ( Studi Pada UMKM yang Bergerak dalam Bidang Usaha Kuliner Bakso ) Kelurahan Bastiong Kota Ternate Jurnal Pendidikan dan Ekonomi ( JUPEK ). 5(2), 12–24. https://doi.org/10.5281/zenodo.12513568
Badan Pusat Statistik, B. P. S. (2022). Perilaku Masyarakat Pada Masa Pandemi Covid-19: Hasil Survei Perilaku Masyarakat Pada Masa Pandemi Covid-19. 15 Maret. https://www.bps.go.id/id/publication/2022/03/15/5026d1ebbb39697c4d2f280a/perilaku-masyarakat-pada-masa-pandemi-covid-19--hasil-survei-perilaku-masyarakat-pada-masa-pandemi-covid-19.html
Bank Indonesia. (2021). Laporan Perekonomian Indonesia Tahun 2021. https://www.bi.go.id/id/publikasi/laporan/Pages/LPI_2021.aspx
Crosbie, T., & Moore, J. (2006). Work – life Balance and Working from Home Tr a c e y C r o s b i e a n d J e a n n e M o o r e 1. 612, 223–233. https://doi.org/10.1017/S1474746404001733
Eger, L., Komárková, L., Egerová, D., & Mičík, M. (2021). The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2021.102542
Habib, A., & Hasan, M. M. (2017). Social capital and corporate cash holdings. International Review of Economics & Finance, 52, 1–20. https://doi.org/10.1016/J.IREF.2017.09.005
Handayani, R. S., Diva, G. A., Hermansyah, E. N., & Siswati, A. (2025). Transformasi Digital E-Commerce di Era Post-Pandemic: Analisis Tren dan Dampak pada Perilaku Konsumen Indonesia.
Handitya, E. (2023). Bersiasat dalam Kerentanan: Pekerja Kreatif di Masa COVID-19. Lembaran Antropologi, 2(1), 33–52. https://doi.org/10.22146/la.6777
Hidajat, R., Wulandari, S., Astut, Y. N., & Hasyimy, M. A. (2020). PEKERJA SENI YANG TERDAMPAK PANDEMI COVID-19 PADA SEKTOR INDUSTRI KREATIF DI INDONESIA. Imaji, 19, 122–127.
Howkins, J. (2001). The creative economy : how people make money from ideas. In Peguin Books (p. viii). https://archive.org/details/creativeeconomyh0000howk_k3z2/page/n5/mode/1up
Kalyanaraman, S. (2017). War by Other Means: Geoeconomics and Statecraft by Robert D. Blackwill and Jennifer M. Harris. Strategic Analysis, 41(6), 591–594. https://doi.org/10.1080/09700161.2017.1377897
Kotler, P., & Keller, K. L. (2012). A framework for marketing. Sloan Management Review, 32, 94–104.
Martini, Arta, D., Prayogi, R., & Riadi, B. (2025). Makna Simbolik Kain Tapis Lampung sebagai Identitas Budaya Lampung. Jurnal Punyimbang, 5(1), 30–36. https://doi.org/10.23960/PUNYIMBANG.V5I1.825
Pantano, E., Pizzi, G., Scarpi, D., & Dennis, C. (2020). Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. Journal of Business Research, 116, 209–2. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.05.036
Purnama, H., Pujiati, A., Dewi, N. S., & Dewi, A. S. (2023). Pelatihan Produk Turunan Tapis Di Bandar Lampung. EJOIN : Jurnal Pengabdian Masyarakat, 1(12), 1438–1442. https://doi.org/10.55681/ejoin.v1i12.2004
Schiffman, G. L., & Kanuk, L. L. (2010). Consumer Behavior. In Pearson.
Setiawan, A. T., Dika Hastanto, Dian Resha Agustina, Adi Permana, & Dewi Tresnawati, D. T. (2025). Augmented Reality Menggunakan Marker Based Tracking Untuk Informasi Sejarah Kain Tapis Lampung. Jurnal Algoritma, 22(1), 1050–1059. https://doi.org/10.33364/algoritma/v.22-1.2261
Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of Business Research. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.05.059
Tatik, T. (2021). Analisis Pengambilan Keputusan Taktis Pelaku UMKM (Usaha Mikro, Kecil Dan Menengah) Di Masa Pandemi Covid’19. Relasi : Jurnal Ekonomi, 17(1), 165–180. https://doi.org/10.31967/relasi.v17i1.416
Wantoro, W., & Kasmana, K. (2017). Perancangan Font Tapych Berbasis Karakter Visual Motif Tapis Lampung. ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia, 3(01), 81–91. https://doi.org/10.33633/andharupa.v3i01.1260