Revitalisasi Budaya Lokal melalui Kewirausahaan: Solusi atas Tantangan Ekonomi Masyarakat Maumere

Abstract

This study examines the revitalization of local culture through entrepreneurship as a strategic solution to address the economic challenges faced by communities in Maumere. The research is grounded in the issue of declining interest in local cultural practices, particularly among younger generations, alongside limited innovation and weak market competitiveness of culture-based products. The objective of this study is to analyze the role of entrepreneurship in revitalizing local culture and enhancing community economic resilience. A descriptive qualitative approach was employed, with data collected through observation, interviews, and documentation. The findings reveal that culture-based entrepreneurship holds significant potential to improve community income while preserving cultural identity; however, its development remains suboptimal due to constraints such as low innovation, limited digital marketing skills, inadequate access to capital, and insufficient entrepreneurial training. Revitalization efforts are carried out through product innovation, capacity building, and the utilization of digital technology for marketing expansion. The study implies that strengthening collaboration among government, local communities, and entrepreneurs is essential to develop sustainable culture-based entrepreneurship that simultaneously promotes economic growth and cultural preservation.