Innovation and Creativity in the Development of Merras Parjhugeh Batik as a Driver of Local Economy in Madura

Abstract

The creative industry plays a crucial role in economic development by leveraging human creativity, innovation, and cultural heritage to produce high-value products. Batik Merras Parjhugeh, a traditional batik industry in Madura, exemplifies this by integrating natural dyeing techniques, modern motif designs, and digital marketing to enhance its competitiveness. The use of eco-friendly dyes from local plants not only preserves the environment but also attracts consumers who value sustainability. Collaboration with young designers has modernized its motifs, making the batik more appealing to international markets. Additionally, the adoption of digital marketing through social media and e-commerce has expanded market reach, reduced operational costs, and increased sales, further strengthening its global presence. Beyond economic benefits, Batik Merras Parjhugeh has had a positive social and environmental impact by creating job opportunities and promoting sustainable production practices. The growth of this industry has provided alternative livelihoods, particularly for local artisans and women, while also fostering environmental awareness through responsible waste management. Government support through funding, technology training, and international exhibitions is essential for sustaining its development. The success of Batik Merras Parjhugeh serves as a model for other cultural-based SMEs, demonstrating that continuous innovation and strategic market adaptation can ensure long-term sustainability and global competitiveness..