POLA JARINGAN SOSIAL DAN PENGUATAN KAPASITAS KELOMPOK PERAJIN SARUNG GOYOR DALAM EKOSISTEM EKONOMI KREATIF: STUDI KASUS DI SENTRA TENUN GOYOR ALAT TENUN BUKAN MESIN (ATBM) WANAREJAN UTARA, PEMALANG

Abstract

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pola jaringan sosial dan penguatan kapasitas kelompok perajin sarung goyor dalam ekosistem ekonomi kreatif di Sentra Tenun Goyor Alat Tenun Bukan Mesin (ATBM) Wanarejan Utara, Kabupaten Pemalang. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus. Data diperoleh melalui observasi lapangan, wawancara mendalam terhadap pelaku usaha, pekerja, dan pihak terkait, serta dokumentasi berbagai dokumen pendukung. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan secara interaktif. Hasil penelitian menunjukkan bahwa ekosistem tenun goyor didominasi oleh industri rumahan yang didukung jaringan sosial berbasis kepercayaan, gotong royong, dan hubungan kerja yang erat sehingga memperkuat akses pasar, inovasi, serta pengelolaan sumber daya. Meskipun demikian, pelaku usaha masih menghadapi tantangan berupa fluktuasi permintaan, keterbatasan inovasi motif, dan rendahnya pemanfaatan pemasaran digital. Penguatan kapasitas dilakukan melalui diversifikasi produk, transformasi pemasaran digital, serta penguatan kelembagaan melalui kolaborasi antar pemangku kepentingan. Penelitian ini memberikan kontribusi bagi pengembangan kebijakan pemberdayaan UMKM berbasis ekonomi kreatif sekaligus memperkaya kajian mengenai peran jaringan sosial dalam meningkatkan daya saing industri kerajinan tradisional.

Kata Kunci: Alat Tenun Bukan Mesin (ATBM); Ekonomi Kreatif; Jaringan Sosial; Penguatan Kapasitas; Sarung Goyor.

ABSTRACT

This study aims to analyze the social network patterns and capacity building of the Goyor sarong crafters’ group within the creative economy ecosystem at the Non-Mechanized Loom (ATBM) Goyor Weaving Center in North Wanarejan, Pemalang Regency. The study employed a qualitative approach using a case study design. Data were collected through field observations, in-depth interviews with business owners, workers, and relevant stakeholders, as well as the review of various supporting documents. Data analysis was conducted through the stages of data reduction, data presentation, and interactive conclusion-drawing. The results indicate that the Goyor weaving ecosystem is dominated by home-based industries supported by social networks rooted in trust, mutual cooperation, and close working relationships, thereby strengthening market access, innovation, and resource management. Nevertheless, business operators still face challenges such as fluctuations in demand, limited innovation in patterns, and low utilization of digital marketing. Capacity building is achieved through product diversification, digital marketing transformation, and institutional strengthening through collaboration among stakeholders. This study contributes to the development of creative economy-based SME empowerment policies while enriching the literature on the role of social networks in enhancing the competitiveness of the traditional handicraft industry.

Keywords: Non-Machine Looms (ATBM); Creative Economy; Social Networks; Capacity Building; Goyor Sarongs.