STRATEGIC EFFORTS OF MICRO GARMENT BUSINESS “SIMUH KONVEKSI” THROUGH LOCAL PRODUCTION AND DIGITAL ADAPTATION IN APPAREL INDUSTRY

Abstract

This study explores the strategic response of Simuh Konveksi, a micro-scale garment business located in Banyumas, Central Java, in facing increasing competition and digital transformation within Indonesia’s apparel industry. The objective is to examine how traditional micro-convection enterprises sustain their operations, innovate, and maintain social relevance amidst a changing economic landscape. Using a qualitative case study method, data were collected through in-depth interviews with the business owner and local workers, supported by direct field observations. The findings reveal that Simuh Konveksi adopts a localization strategy by sourcing materials and labor locally, enabling cost efficiency, product authenticity, and rapid response to market demand. It also applies personalized production processes and informal digital marketing through Instagram, TikTok, and Google Business. These platforms allow the business to reach younger demographics and strengthen customer engagement at low cost. Furthermore, the enterprise empowers local labor, maintains flexible pricing strategies, and builds long-term customer relationships, all of which contribute to its sustainability. The study highlights how micro-enterprises can remain competitive by integrating local strengths with accessible digital tools. This research contributes to the literature on resilient entrepreneurship, especially within the context of Indonesian MSMEs, and offers practical implications for policy formulation and digital empowerment programs targeting micro-scale businesses.