Strategi Pengembangan UMKM Berbasis Seni Tradisi di Era Global: Studi Kasus Destinasi Pariwisata Saung Angklung Udjo, Bandung Jawa Barat.

Research output: Contribution to journalArticlepeer-review


Implementation of the ASEAN Economic Community (AEC) at the end of 2015 that allows free movement of goods, services, capital, and high skilled labor provide many opportunities for all ASEAN countries. In dealing with this implementation, Small and medium enterprises need a special attention especially in how they should devise strategies that can take advantage of AEC. Through qualitative methods, this study aims to assess the success of the transformation of SAU as one of the creative tourism industry that developed for over 50 years. This article argues Udjo Ngalagena (founder SAU) has succeed in creating and providing added value, thus, provides a variety of real impact for the surrounding local community. By employing the concept of POPIS (physical capital, organizational capital, political capital, intellectual capital, sociocultural capital), this paper shows how the various capital has also affected tha transformation of SAU that can be characterized as incremental or continuous. The success of its business transformation has made SAU evolved from a micro-scale enterprises into medium-size enterprises and become the largest angklung creative industries in the world.
Original languageIndonesian
Pages (from-to)1-11
JournalDefault journal
Publication statusPublished - 1 Dec 2017


  • SMEs, Creativity, Art Tradition, Saung Angklung Udjo, AEC

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