Komersialisasi Motif Tekstil Kontemporer Berbasis Budaya Populer dan Prinsip Localism untuk Menjadikan Warisan Lokal sebagai Tren Global

Karkono Karkono, Joni Agung Sudarmanto, Yusnita Febrianti, Ahmad Abdul Karim, Natanael Ricky Putra

Abstract


Merosotnya eksistensi warisan budaya lokal akibat dominasi budaya populer global menyebabkan hilangnya identitas budaya dan pengetahuan tradisional. Tujuan penelitian mengembangkan strategi komersialisasi motif tekstil kontemporer berbasis budaya populer dengan prinsip localism untuk menjadikan warisan lokal sebagai tren global. Penelitian ini menggunakan pendekatan Research and Development (R&D) yang dikembangkan oleh Borg dan Gall (1983). Subjek penelitian melibatkan desainer, pengrajin lokal, dan konsumen. Hasil penelitian ini adalah pengembangan brand fesyen bernama kioskita.namanya. Brand ini menjadi representasi konkret dari strategi komersialisasi yang efektif. Melalui serangkaian tahapan R&D, mulai dari analisis kebutuhan hingga uji keefektifan, ditemukan bahwa komersialisasi yang berlandaskan prinsip localism tidak mengikis esensi budaya, melainkan berfungsi sebagai jembatan untuk merevitalisasi warisan lokal di tengah arus globalisasi. Prototipe produk yang dihasilkan, berupa koleksi busana dan aksesori, berhasil memadukan motif tradisional dengan elemen budaya populer, menciptakan desain yang relevan, estetis, dan memiliki narasi budaya yang kuat. Uji keefektifan menunjukkan bahwa produk tersebut secara signifikan meningkatkan persepsi konsumen terhadap keunikan motif dan daya tarik budaya, membuktikan bahwa warisan lokal dapat diwujudkan sebagai tren global melalui pendekatan desain kreatif dan strategi pemasaran digital yang tepat.


Keywords


budaya populer; komersialisasi; localism; motif tekstil; warisan lokal

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DOI: http://dx.doi.org/10.24014/sb.v22i1.38187

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