Transformasi Usaha Kecil Menengah Berbasis Kreativitas Seni Tradisi: Studi Kasus Saung Angklung Udjo di Bandung, Jawa Barat

Transformation of Small and Medium Enterprises Based on Creativity of Tradition Art: Case Study of Udjo’s Angklung House in Bandung, West Java”. Implementation of the AEC (ASEAN Economic Community) at the end of 2015, that allows free movement of goods, services, capital, and high skilled labor, provided many opportunities for all ASEAN (Association of South East Asian Nations) 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 analysis the success of the transformation of SAU (Saung Angklung Udjo or Udjo’s Angklung House) as one of the creative tourism industry that developed for over 50 years. This article argues Udjo Ngalagena, a founder SAU, has succeeded in creating and providing added value to angklung, especially in production activities, education, and entertainment. This 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, and Socio-cultural capital), this paper shows how the various capital has also affected the transformation of SAU that can be characretized as incremental or continuous. The success of its business transformation has made SAU evolved from a micro-scale enterprise into medium-size enterprise; and become the largest angklung creative industries in the world.