The Role of Local Wisdom in Increasing the Competitiveness of the Creative Economy of Ulos in North Sumatra Province Through the Green Digital Marketing Model
Year: 2025
Type: article
Abstract: Objective: This study explores the role of local wisdom in enhancing the competitiveness of Ulos, a traditional cloth from North Sumatra, through a green digital marketing model. The research focuses on identifying the local wisdom in Ulos, analyzing its impact on the creative economy’s competitiveness, and developing an effective marketing model that integrates local cultural values with sustainability. Results and Discussion: Ulos is rich in cultural heritage, making it a highly competitive product in the creative economy. However, challenges such as limited market access for craftsmen, competition with modern textiles, and a lack of digital marketing knowledge hinder its global reach. By integrating local wisdom with environmentally friendly practices, the green digital marketing model provides an innovative solution. This approach enhances market access while preserving the cultural significance of Ulos. Findings demonstrate that incorporating Ulos' unique cultural attributes into digital marketing not only improves its competitiveness but also aligns with global sustainability trends, positioning it as a premium heritage product in international markets. Research Implications: This study highlights the importance of combining traditional values with modern marketing to create sustainable economic opportunities. It offers a practical framework for policymakers, SMEs, and stakeholders to implement culturally sensitive and eco-friendly strategies, benefiting both local communities and the environment. Originality/Value: By introducing a green digital marketing model that integrates local wisdom, this research provides a novel strategy for heritage-based products like Ulos. It emphasizes the dual objectives of cultural preservation and economic competitiveness in the global creative economy.
Authors: Sugito, Adelina Lubis, Rizki Muliono
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408029431