Abstract:
Sasirangan is a traditional fabric typical of the Banjar tribal community and has
now been developed into an industrial product in Banjarmasin. Sasirangan's
business development shows a significant development and it becomes very
essential to pay attention to how to maintain its business. This article aims to
describe the business operations and distribution patterns in the Sasirangan
clothing industry. The qualitative approach was used in this study coupled with
data collection through interviews, observations, and documentation. The results
showed that Sasirangan fabric products are produced by artisans who work
individually or in groups and marketed by traders. Marketing of Sasirangan cloth
products uses a direct distribution pattern to consumers, and indirectly uses a
merchant intermediary who then resell them to consumers. The collaboration of
Sasirangan artisan and traders can be further enhanced to develop a convection
industry based on local culture. The findings of this study provide a further
description of how local culture-based businesses require support from the
government and other parties to maintain business sustainability
Keywords
ethnic culture; industry; local
fabric; Sasirangan
