Penguatan Identitas Kain Sasirangan Melalui Diversifikasi Motif Kontemporer dan Transformasi Pemasaran Digital

Abstract

Sasirangan cloth is a cultural heritage of Banjarmasin City, possessing historical, philosophical, and economic value as a leading product of the craft sub-sector. However, the development of the modern fashion industry and digital transformation has caused MSMEs producing sasirangan cloth to face various challenges, particularly in motif innovation, business management, and digital marketing. Sasirangan products are still dominated by traditional motifs, making them less attractive to the younger generation, who tend to prefer contemporary designs and digital media-based promotions. Furthermore, limited digital literacy and the suboptimal use of social media and marketplaces have resulted in low product competitiveness in an increasingly competitive market. This Community Service Program (PkM) aims to strengthen the identity of sasirangan cloth through contemporary motif diversification and digital marketing transformation to increase the competitiveness of MSME artisans in Banjarmasin City. The implementation method is carried out through stages of socialization and training. Key activities include promoting the use of websites for MSME product marketing and training in Artificial Intelligence (AI)-based motif design. This program has resulted in innovative contemporary sasirangan motifs that maintain the philosophical values ​​of local culture, increased artisan capacity in business management and digital marketing, and developed a website for product promotion and branding. With this program, it is hoped that MSMEs producing sasirangan cloth will be able to increase product visibility, expand market reach, and strengthen the sustainability of the local wisdom-based creative economy in Banjarmasin City.  A maximum of 150-250 Indonesian words printed in italics Palatino Linotype 12 point. The abstract should be clear, descriptive and should provide a brief overview of community service issues undertaken / researched. Abstracts include reasons for the selection of topics or the importance of research topics / community service, methods of research / devotion and outcome summary. The abstract should end with a comment about the importance of the result or a brief conclusion.