EXPLORING THE INTERSECTION OF DIGITAL TOOLS AND COMMUNITY EDUCATION AND DEVELOPMENT: THE CASE OF PAYUNG GEULIS IN INDONESIA - Nurhayati, Sri; Indah, Anggit Juliani; Ahsan, Md Hafizi (Universitas Islam Negeri Sultan Syarif Kasim Riau, 2025)
AbstrakPenelitian ini mengeksplorasi potensi transformatif platform digital dalam memberdayakan pengrajin Payung Geulis di Tasikmalaya, Indonesia. Studi ini menyoroti bagaimana teknologi meningkatkan pendidikan komunitas, pelestarian budaya, dan pengembangan ekonomi, sekaligus menghadapi tantangan yang dihadapi para pengrajin dalam mengadopsi alat digital. Tujuan utama penelitian ini adalah mengevaluasi bagaimana digitalisasi mendukung kelangsungan kerajinan tradisional dan relevansinya di era modern. Pendekatan penelitian kualitatif dengan metode studi kasus digunakan dengan wawancara mendalam dan observasi partisipatif untuk mengumpulkan data dari pengrajin, pemangku kepentingan budaya, dan ahli pemasaran digital. Hasil penelitian menunjukkan bahwa platform seperti Instagram, WhatsApp, dan situs e-commerce memungkinkan pengrajin memperluas jangkauan pasar, melibatkan audiens yang lebih luas, dan mempromosikan warisan budaya melalui narasi inovatif. Temuan utama mencakup peningkatan 40% dalam keterlibatan pelanggan, pertumbuhan signifikan dalam ekspansi pasar, penciptaan lapangan kerja lokal, dan penguatan kolaborasi jaringan komunitas. Kata kunci: Platform digital, Payung Geulis, pelestarian budaya, pendidikan masyarakat. AbstractThis study explores the transformative potential of digital platforms in empowering Payung Geulis artisans in Tasikmalaya, Indonesia. It examines how technology enhances community education, cultural preservation, and economic development, while addressing the challenges artisans face in adopting digital tools. The primary aim is to evaluate how digitalization sustains traditional crafts and promotes their relevance in contemporary contexts. A qualitative research approach with case study method was employed, utilizing in-depth interviews and participant observation to gather data from artisans, cultural stakeholders, and digital marketing experts. The study reveals that platforms like Instagram, WhatsApp, and e-commerce sites enable artisans to expand market reach, engage diverse audiences, and promote cultural heritage through innovative storytelling. Key findings include a 40% increase in customer engagement, significant growth in market expansion due to digital marketing strategies such as live streaming and educational content creation, and strengthened community development through the creation of local employment opportunities and collaborative networks. Keywords: Digital platforms, Payung Geulis, cultural preservation, community education.