INNOVATION AS COMPETITIVENESS IN FACING COMPETITION AND DEVELOPING THE SONGKET WOVEN FABRIC BUSINESS IN PANDAI SIKEK CREATIVE INDUSTRY
Songket woven fabric is one of creative industry product as well as traditional handicrafts in Pandai Sikek, Sepuluh Koto Regency, Tanah Datar, West Sumatera Province. Within a few decades, Songket woven fabric products have faced various problems such as competition with factory-made woven products, the number of craftsmen declining because the job unstable and low wages, and weakening consumer buying power. The purpose of this study to examine various factors that cause decrease of competitiveness Songket woven fabric in Pandai Sikek and efforts to improve competitiveness. This study used qualitative approach with descriptive method, which explains facts and real conditions of production of Songket woven fabric in the center of the creative industry in Pandai Sikek. The type of Songket woven fabric business is home industry that uses Non-Machine Weaving Equipment (ATBM) so that the production is limited. In the face of dynamic and unstable market competition and declining consumer buying power, it is necessary to apply innovation which creates product diversification to be more varied, reduce production costs, and more affordable prices. The Songket woven fabric prices around Rp.1.000.000 – Rp.10.000.000. Therefore, the creative and innovative process of Songket woven fabric is important in order to be able to compete and develop its business. This study aims to examine the right innovation process so that Songket woven fabric product can compete and create new market segments, create attractive design, low prices, and good quality.