Strategi Menyelamatkan Odheng Sebagai Produk Warisan Budaya di Madura yang Terancam Punah Melalui Inovasi dan Penetrasi Pasar: Strategy to Save Odheng as a Cultural Heritage Product in Madura that is Threatened with Extinction Through Innovation and Market Penetration

Nurranto, Heri
Sari, Indah Purnama
Miftah, Zaeni

Dinamika Kerajinan dan Batik: Majalah Ilmiah
Vol. 42 No. 2 (2025): DINAMIKA KERAJINAN DAN BATIK : MAJALAH ILMIAH

Economic growth in the region will depend on the region's ability to see and utilize the potential resources available in the region.. Madura is one of the regions that has cultural heritage products, one of which is Odheng made of batik. The purpose of this study is to find out how to make Odheng and how to overcome the challenges of the ever-changing market. Odheng has its own special features because it has a philosophical value in it, namely it can describe a person's status in an organization or group. In terms of marketing management, odheng is a product that has character and uniqueness that forms differentiation. Making Odheng requires special skills, therefore not many people in Madura have the ability to make Odheng. Overcoming the high cost of raw materials, craftsmen overcome it with innovation in the production process.