REVITALIZATION OF THE PELO ATI BATIK RIFA'IYAH MOTIF USING THE ATUMICS METHOD FOR THE MILLENNIAL GENERATION

• Main Author: Hermawan, Handi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83043
• Institution: Institut Teknologi Bandung

Rifa'iyah Batik, located in Batang Regency, is unique due to the influence of the Islamic teachings of Rifa’iyah, led by a cleric named KH. Ahmad Rifa'i in the past. However, this uniqueness has not freed Rifa'iyah Batik from problems. Rifa’iyah Batik faces issues with its products. The current products lack innovation and cannot expand their market, resulting in slow sales and a lack of interest. The government has provided assistance before and after Covid-19, but these efforts have not yielded results. The latest government assistance has opened new opportunities for Rifa’iyah Batik to rise again with a new target market, namely the millennial generation. This new target requires new batik designs that match the character of the target market. Rifa’iyah Batik needs innovation in its batik designs. The issues regarding innovative products, market expansion, and tradition require a tradition revitalization approach. The main idea of tradition revitalization is to transform tradition, which contains local wisdom, into a new form by blending it with contemporary (non-traditional) elements. Revitalization is carried out through the development of batik designs by exploring visual aspects, including motifs, colors, composition, and product forms, as well as product design and the creation of batik works. This research uses the ATUMICS method. This method is used as part of the revitalization process to understand market conditions and maintain existing values. This research is a descriptive qualitative study with data collection techniques, including observation, interviews, literature study, and questionnaires. The results of the research are the design of Rifa’iyah Batik that incorporates elements appealing to the millennial generation, creating non-traditional batik designs that align with the target market.