Digital Transformation in the Lasem Batik Lasem Pusaka Beruang Industry to Support a Sustainable Economy

Abstract

Traditional heritage craft industries face severe vulnerabilities in balancing cultural authenticity with modern digital market demands. This study examines the mechanisms of digital transformation within the traditional Lasem Hand-Drawn Batik industry (Batik Tulis Pusaka Beruang) and analyzes its specific contributions toward building a sustainable economic model. A descriptive qualitative case study design was employed, gathering empirical data from ten key stakeholders including senior workshop owners, next-generation artisans, local government officials, cooperative leaders, and consumers through in-depth interviews and field observations across active workshops in Rembang Regency. Findings reveal that digital adoption operates as a selective, non-disruptive model where digital technologies (social commerce, e-catalogs, and digital storytelling) are integrated strictly into downstream commercialization, preserving traditional upstream manual craftsmanship intact. Digital channels are projected to account for 75% of total sales by 2025. Furthermore, active youth involvement successfully mitigates demographic technophobia among senior artisans and bridges digital literacy gaps. Digital transformation enhances economic viability, protects intangible cultural heritage against printed counterfeits, and promotes eco-friendly pre-order customization. Theoretically, it refines the Technology-Organization-Environment framework for heritage crafts, while practically advising policymakers to resolve rural telecommunication bottlenecks and establish shared digital marketing hubs.