Pendampingan Desain Produk dan Branding Tenun Sukarara untuk Meningkatkan Daya Saing UMKM Lokal di Era Ekonomi Kreatif

Siti Hidayah; Nia Raudah Atfal

doi:10.71094/teras.v2i1.211

Authors

Siti Hidayah Universitas Islam Al-Azhar Author
Nia Raudah Atfal Universitas Islam Al-Azhar Author

DOI:

https://doi.org/10.71094/teras.v2i1.211

Keywords:

Tenun sukarara, Desain produk, Branding, UMKM kreatif, Ekonomi lokal

Abstract

Kegiatan pengabdian ini bertujuan meningkatkan daya saing UMKM pengrajin tenun Sukarara melalui pendampingan terstruktur pada aspek desain produk dan strategi branding yang relevan dengan tuntutan ekonomi kreatif. Program dilaksanakan selama satu bulan dengan melibatkan 15 pengrajin lokal melalui rangkaian workshop desain, pelatihan fotografi produk, serta penyusunan profil digital UMKM. Pendekatan berbasis praktik langsung memungkinkan peserta memahami penerapan konsep desain kontemporer tanpa meninggalkan identitas motif tradisional. Hasil pelaksanaan menunjukkan adanya peningkatan kualitas desain, terutama pada komposisi warna, inovasi bentuk, dan kesesuaian motif dengan preferensi pasar. Pendampingan branding juga menghasilkan perbaikan citra visual, konsistensi identitas merek, dan peningkatan kemampuan promosi melalui platform digital. Secara kuantitatif, penjualan UMKM mitra meningkat rata-rata 18% dalam tiga bulan setelah program berlangsung. Dampak sosial terlihat pada terbentuknya kolaborasi baru antara pengrajin dan desainer muda lokal, yang mendorong keberlanjutan kreativitas dan pelestarian warisan budaya. Temuan ini menegaskan bahwa sinergi antara seni tradisional dan pendekatan ekonomi kreatif dapat memperkuat daya saing UMKM berbasis kearifan lokal.

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