Traditional Clothing to Increase the Competitiveness of MSEMs in the Tourism Sector in South Sulawesi Province

Abstract

This study aims to determine and examine the impact of the Bajubodo application on the competitiveness of micro, small, and medium enterprises in the tourism sector in South Sulawesi Province. The sample used in this study was 84 business actors. The analysis tool used in this study is structural equality modeling with partial least squares (SEM-PLS). The population in this study was 1,513 MSME actors. The results of the study show that the production and distribution of Bajubodo are still dominated by small businesses based in local artisan communities, with limited technology and production capacity. There is a great opportunity to integrate digital innovation in marketing and distribution through e-commerce platforms and social media. Adapting designs that accommodate the tastes of the younger generation without eliminating traditional values can be a solution to increasing interest in Bajubodo. This study found the importance of government and related institution support in terms of training, access to financing, and promotion of traditional clothing as part of the creative industry. Developing a collaborative strategy involving the government, artisan communities, and innovative business actors. Bajubodo can be the main driver in preserving culture and improving the local economy in South Sulawesi.