Social Commerce Risk Management for Business Sustainability: A Qualitative Study of Batik SMEs in Lampung, Indonesia
DOI:
https://doi.org/10.61132/epaperbisnis.v3i3.761Keywords:
Batik SMEs, Business Sustainability, Creative Assets, Risk Management, Social Commerce.Abstract
Batik SMEs in Lampung utilize social commerce to expand their markets and reach customers beyond the local region. However, the exposure of batik motifs and digital content creates risks to creative assets and brand identity. This study aims to identify the risks arising from social commerce use and analyze their management in supporting business sustainability. A qualitative approach was employed through in-depth interviews, digital observation, and documentation involving Batik SMEs that use social commerce for marketing and sales. Data were analyzed thematically to identify risk forms and management responses. The findings reveal three main risks: theft of batik motif ideas, imitation of batik motifs, and imitation of digital content. These risks challenge SMEs in maintaining product uniqueness and brand identity. Risk management strategies include continuous motif development, strengthening brand identity, using watermarks on digital content, monitoring digital activities, and developing new content concepts and designs. The findings indicate that social commerce risk management is not limited to preventing losses but also forms part of an adaptation and learning process to maintain competitiveness and support the sustainability of Batik SMEs.
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