Entrepreneurial Survival Values on Tanggui Craftsmen Within the Creative Economy Context

Ika Wulandari, Rizali Hadi, Muhammad Rahmattullah, A. Setiawan
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Abstract

This research is intended to describe the values of entrepreneurship survival on the tanggui craftsmen in Alalak Selatan district located on Banjarmasin city. This research uses descriptive qualitative approach and primary data source obtained through observations and in-depth interviews using analysis technique of Miles and Huberman. The key informants in this research are tanggui craftsmen. The results show that the values of entrepreneurship survival are still developed and adopted among the tanggui craftsmen. Those values are manifested within strategy forms which are: 1) customer selection as the strategy for winning the market; 2) product heterogeneity in shape, size and price as the product expansion; 3) selling price strategy to increase customer demand; and 4) product quality strategy based on raw material quality and tidiness of the product. Those developing values are being affected by some factors such as: 1) environmental conditions such as accessible raw material, tradition, culture and kinship value embraced by the society; 2) the personal characteristic of the founder; 3) using ‘bekawanan’ strategy as the industry structure; and 4) having related work experience before starting the profession as a tanggui craftsmen.
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创意经济背景下唐桂工匠的创业生存价值
本研究旨在描述班加马辛市Alalak Selatan区的唐桂手工艺人的创业生存价值。本研究采用描述性定性方法,主要数据来源采用Miles和Huberman的分析技术,通过观察和深度访谈获得。本研究的主要调查对象是唐桂工匠。结果表明,唐桂手工艺人的创业生存价值观仍在继续发展和传承。这些价值体现在战略形式上:1)选择顾客作为赢得市场的战略;2)产品在形状、尺寸和价格上的异质性随着产品的膨胀;3)销售价格策略,增加客户需求;4)基于原料质量和产品整洁性的产品质量策略。这些正在发展的价值观受到以下因素的影响:1)环境条件,如可获得的原材料、传统、文化和社会所接受的亲属价值;2)创始人的个人特征;3)产业结构采用“贝卡瓦南”战略;4)在做唐桂工匠之前有相关工作经验。
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