Strategi Pemberdayaan Ekonomi Perempuan Pengrajin Tenun Ikat Melalui Digitalisasi Pemasaran (E-Commerce): Studi Literatur pada UMKM Tenun Desa Sangiang, Kabupaten Bima

Abstract

This study aims to analyze economic empowerment strategies for female *ikat* weaving artisans through e-commerce-based marketing digitalization within weaving MSMEs in Sangiang Village, Bima Regency. The research employs a literature review method with a descriptive qualitative approach, examining relevant scientific journals, books, proceedings, and policy documents published 2020 and 2026. Data were analyzed using content analysis and narrative synthesis techniques to identify strategies, challenges, and opportunities for the digital-based development of weaving businesses. The findings indicate that women play a dominant role in the *ikat* weaving production process and serve as the primary pillars of household economies. However, artisans still face various obstacles, such as limited market access, low digital literacy, minimal branding capabilities, and a reliance on conventional marketing methods. Marketing digitalization—utilizing social media, online marketplaces, websites, and business messaging applications—has proven effective in expanding market reach, increasing product value-added, strengthening local cultural identity, and boosting artisans' incomes. Effective empowerment strategies include enhancing digital literacy, providing guidance on e-commerce usage, strengthening business group institutions, developing branding for *Tembe Nggoli* products, conducting product photography training, and fostering collaboration among the government, higher education institutions, and the private sector. Marketing digitalization acts as an instrument for economic and social transformation, supporting the independence of female *ikat* weaving artisans and enhancing the competitiveness of MSMEs in the digital economy era.