Surviving For Business Longevity Amid Digital Era: The Case of Traditional Pottery of Basang Tamiang

This research examines the efforts of traditional pottery artisans in Basang Tamiang customary village, Badung Regency, to sustain their business in the digital technology era. For generations, the people of Basang Tamiang have practiced this traditional pottery craft, based on local wisdom and community beliefs that continuing traditional crafts helps avoid hardship and misfortune in life. However, the business practices which still reliant on traditional work methods now face huge challenges in an increasingly digitally connected economy. The Bali government has recognized this traditional pottery as an intangible cultural heritage and registered it as communal intellectual property. Ensuring the longevity of this traditional craft is important to maintain socio-economic benefits felt by the community, as well a way to preserve one of Bali’s intangible heritages. This study employed a case study methodology with in-depth interviewing procedures and a literature review. In their quest to become more proficient, traditional potters must overcome several significant obstacles. To ensure the survival and growth of this historic craft business, policy involvement is required. When paired with more adaptability, digital technology can help manage craftsmen's enterprises and operate more efficiently