Peningkatan Komersialisasi Melalui Inovasi Desain Motif Dan Strategi Sosial Media Marketing Pada Usaha Banun Songket di Kabupaten Solok

Authors

  • Ratni Prima Lita Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
  • Laura Amelia Triani Universitas Andalas
  • Rita Rahayu Department of Accounting, Faculty of Economics and Business, Universitas Andalas, Indonesia
  • Eri Besra Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
  • Budi Rahmadya Department of Computer Engineering, Faculty of Information Technology, Universitas Andalas, Padang, Indonesia
  • Rida Rahim Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
  • Suziana Suziana Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
  • Yanti Yanti Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
  • Verni Juita Department of Accounting, Faculty of Economics and Business, Universitas Andalas, Indonesia
  • Verinita Verinita Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
  • Desyetti Desyetti Department of Accounting, Faculty of Economics and Business, Universitas Andalas, Indonesia
  • Wardah Awwalin Ikhsaniah Saldi Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
  • Husnul Khatimah Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
  • Yaza Fitria Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
  • Bima Satria Wahyudi Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
  • Alfin Kurniawan Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia

DOI:

https://doi.org/10.25077/jhi.v8i3.888

Keywords:

Motif Design, Social Media Marketing, Weaving Marketing

Abstract

Banun Songket Enterprise is a Minangkabau weaving business group located in Solok Regency. Despite its strong potential, the enterprise continues to face several obstacles, particularly in terms of limited motif design variations and the relatively low utilization of social media platforms for promotional purposes. This community service program aimed to enhance product competitiveness through the creation of more attractive motifs, the use of digital design to accelerate production, and the optimization of social media marketing to expand market reach beyond the local area. The activities were realized through a combination of intensive training and ongoing business mentoring. Training was conducted over two days, while personalized business consultations were held over six months in six sessions. Outcomes were assessed through three stages: socialization and licensing, implementation (including motif design training, digital design, and social media marketing assistance), and monitoring and evaluation. The program successfully produced three new motifs with more appealing designs and established professional Instagram and TikTok accounts for Banun Songket. Both management and artisans showed high enthusiasm throughout the activities. However, challenges remain in ensuring continuous practice for digital motif design and maintaining consistent social media content due to the artisans’ busy schedules in fulfilling weaving orders. Future programs are expected to continue with support from Universitas Andalas and the Solok Regency Government.

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Published

30-09-2025

How to Cite

Lita, R. P., Triani, L. A., Rahayu, R., Besra, E., Rahmadya, B., Rahim, R., … Kurniawan, A. (2025). Peningkatan Komersialisasi Melalui Inovasi Desain Motif Dan Strategi Sosial Media Marketing Pada Usaha Banun Songket di Kabupaten Solok. Jurnal Hilirisasi IPTEKS, 8(3), 227–237. https://doi.org/10.25077/jhi.v8i3.888

Issue

Vol. 8 No. 3 (2025)

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Articles

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Copyright (c) 2025 Ratni Prima Lita, Laura Amelia Triani, Rita Rahayu, Eri Besra, Budi Rahmadya, Rida Rahim, Suziana Suziana, Yanti Yanti, Verni Juita, Verinita Verinita, Desyetti Desyetti, Wardah Awwalin Ikhsaniah Saldi, Husnul Khatimah, Yaza Fitria, Bima Satria Wahyudi, Alfin Kurniawan

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