DOES CREATIVITY AND PRODUCT INNOVATION BUILD BUSINESS CONTINUITY? INVESTIGATION OF SAMARINDA WEAVING CRAFT

Abstract

In practice, it is often found that the iconic woven sarong products from Samarinda still produce classic models without any new break-throughs according to tastes, interests across generations, and mar-ket segmentation. Until now, another obstacle has been the difficulty of finding skilled artisans to modernize Samarinda’s woven sarongs. Following up on these dynamics, the manuscript aims to explore the causality between creativity and product innovation on the business continuity of the Samarinda woven sarong craft. In the study context, the independent variable is modified to include creativity and prod-uct innovation, while the dependent variable is focused on business continuity. To project the effect of creativity and product innovation on business continuity, a purposive sampling approach was associat-ed with 261 sarong-woven craftswomen in Samarinda who still exist today. From the existing interview data, the data is tabulated using a multiple linear regression technique. Quantitative evidence shows that creativity has a significant effect on business continuity in the Samarinda woven sarong craft, but product innovation has an insig-nificant effect on business continuity in the Samarinda woven sarong craft. The implications for the future can be evaluated based on this research. Then, further theoretical insights can be expanded by ex-ploring factors beyond creativity and product innovation