Study of Sara Mills' Discours Analysis, The Construction of Women in the Character Ji Sun Woo in the Korean Drama The World Of The Married

Abstract

The purpose of this study is to analyze the influence of digitalization strategies and product innovation on increasing the competitiveness of Tanjung Bumi Hand-Written Batik. The approach used is quantitative, data collected from 30 craftsmen and traders of Tanjung Bumi hand-drawn batik in Madura and analyzed using multiple linear regression through SPSS 23.0. The uniqueness of this study lies in the use of primary data in the form of physical evidence of the use of Chinese ceramic jars more than a century old in the dyeing process of Tanjung Bumi gentongan batik and several pieces of ancient gentongan batik more than a century old. The results show that product innovation has a positive and significant effect on competitiveness (ρ = 0.00 with a t-count value = 4.491), driven by the integration of traditional motifs into contemporary designs. However, the digitalization strategy does not show a significant effect on competitiveness (ρ = 0.155 with a t-count value = 1.464). Simultaneously, both variables have a significant effect on increasing competitiveness (ρ = 0.00 with a F-count value = 36.781). This finding reveals the "digital paradox" in the creative industry that is extreme slow-fashion, where the main selling point is not in digital presence but rather lies in physical authenticity and history (provenance). This study strengthens the Resource-Based View, concluded that for high-level cultural heritage creative industries, history and culture-based innovation is more decisive for competitiveness than conventional digital transformation.