PELUANG BISNIS USAHA KONVEKSI MUKENA DI KECAMATAN PARUNGPONTENG

Abstract

Home-based garment businesses, especially in rural areas such as Parungponteng District, Tasikmalaya, have shown significant growth. Driven by dynamic fashion trends and the increasing market demand for local products, these businesses not only serve as a source of income for entrepreneurs but also contribute to the economic empowerment of the community. This research aims to explore the potential and challenges faced by home-based garment businesses in the region.

Through a qualitative approach, this study deeply analyzes the case of a garment business producing mukena (prayer garments) owned by Mr. Abdul Rojak and Mrs. Ai Rosidah. The findings indicate that, with limited initial capital, this business has been able to grow rapidly in a relatively short period. Their success lies in several factors, including the ability to adapt to changing market trends, the utilization of digital technology in marketing, and maintaining good relationships with customers. Furthermore, this business also has a positive impact on the surrounding community by absorbing labor, particularly housewives who need additional income. This research concludes that home-based garment businesses have significant potential for development, both economically and socially. The flexibility in managing this business allows entrepreneurs to efficiently manage time and resources. However, to achieve more sustainable success, support from the government is needed, such as access to training, financing, and broader marketing opportunities. Thus, home-based garment businesses can become one of the important pillars in driving regional economic growth and improving community welfare.