MENGANGKAT EKONOMI LOKAL MELALUI SONGKET UNGGAN SUMPUR KUDUS: POTENSI DAN TANTANGAN

ABSTRACTSongket Unggan Sumpur Kudus is one of the intangiblecultural heritage of West Sumatra that holds high aestheticand philosophical value. This study aims to explore thepotential and challenges of developing Songket Unggan as adriver of the local economy in Sijunjung District. Theresearch method employs a descriptive qualitative approachwith data collection techniques including interviews,participatory observation, and document analysis. Thefindings reveal that Songket Unggan holds significantpotential as a creative economy product, supported by itsunique motifs, government support, and global marketopportunities. However, challenges such as limited weaverregeneration, business capital, infrastructure, andconventional marketing hinder its development. Proposedsolutions include weaver regeneration, brandingenhancement, digital marketing, and product innovation.Collaboration between the government, businesses, and thecommunity is necessary to optimize the potential of SongketUnggan as a cultural heritage and economic asset.Keywords: Songket Unggan, Culture Heritage,CreativeEconomic Potentia