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All Journal MIX : Jurnal Ilmiah Manajemen Syntax Literate: Jurnal Ilmiah Indonesia JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Ilmiah Manajemen Kesatuan Jurnal Ilmiah Akuntansi Kesatuan Cakrawala Repositori Imwi Journal of Social Science Journal of Economics and Business UBS Devotion: Journal of Research and Community Service Daengku: Journal of Humanities and Social Sciences Innovation Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Journal of Social Science Inkubis: Jurnal Ekonomi dan Bisnis Jurnal Indonesia Sosial Teknologi Journal Research of Social Science, Economics, and Management Matriks Journal of Business, Social and Technology Equivalent: Jurnal Ilmiah Sosial Teknik Journal of Social Science Journal of Economic Development and Village Building Journal of Digital Marketing and Search Engine Optimization Journal of Digital Business and Data Science Journal of Applied Econometric Journal of Strategic Marketing and Applied Economics
Nendi, Ikhsan
Politeknik Siber Cerdika Internasional
Religion Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Physics Social Sciences Transportation Other

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Digitalization of Cirebon Batik SMEs: E-Commerce Strategies for Heritage Preservation and Profitability Mahfud Mahfud; Ikhsan Nendi; Antonio Guterres; Puteri Kamilla; Abdurokhim Abdurokhim
Daengku: Journal of Humanities and Social Sciences Innovation Vol. 6 No. 3 (2026)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.daengku4972

Abstract

Cirebon batik is both a living cultural heritage and a livelihood base for thousands of micro, small, and medium enterprises (SMEs) clustered in Trusmi. The migration of consumers to digital marketplaces has placed these heritage producers under competitive pressure that threatens their commercial viability and the continuity of traditional craft knowledge. This study investigates how Cirebon batik SMEs design e-commerce strategies that reconcile two often antagonistic objectives: heritage preservation and profitability. Using a qualitative multi-case design, data were gathered through in-depth interviews, focus group discussions, participant observation of online selling, and analysis of platform storefronts across three SME clusters. Effective digitalization emerged not as uniform technology adoption but as a layered repertoire combining marketplace listings, social commerce, live selling, and own-channel storytelling, calibrated to each enterprise's digital maturity. A positive association was found between a constructed Digital Maturity Index and net profit margin, while preservation advanced through motif provenance disclosure and digital cataloguing. The study proposes a Heritage-Profitability Digital Integration model operationalizing authenticity, adaptive capability, multichannel orchestration, value capture, and continuity as governance principles for craft-based digital enterprise
Co-Authors Abdul Robi Fazri Abdullah Abdullah Abdurokhim Abdurokhim Aen Fariah Aen Fariah Agus Rohmat Hidayat Ajat Sudrajat Akam Azad Mohamedamin Anak Agung Alit Merthayasa Anisa Ayu Dwi Lestari Antonio Guterres Arif Maulana, Arif Arman Md Arman Md Askarno, Askarno Azzahra, Adelia Budiyono, Anton Chiska Nova Harsela Dedy Setiawan Dodi Sunanto Eko Siswo Adi Sahputra Fahira, Siti Hafsah fariah, Aen Fauziatul Fajaroh Feri Hardiyanto Hardianto, Feri I Wayan Dasna Kamilla, Puteri Koesharijadi Koesharijadi Koesharijadi Koesharijadi Koesharijadi, Koesharijadi Komara, Siti Lestari, Anisa Ayu Dwi Mahfud Mahfud Merthayasa, Anak Agung Alit Muhammad Fadil Himawan Nur Alifah Nurjanah, Aisyah Parlan . Pujayanti, Difa Ameliora Rexy Nakula Urbaningrum RUSLY HIDAYAH Rusly Hidayah Santika, Rani Saona, Saona Savandha, Septien Dwi Siti Komara Zanyar Nathir Ghafar Zuhriyah, Nabilaa Faizatuz