Gau Maraja Leangleang: A Cultural Gathering and Driving the Economy Through MSMEs
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Abstract
This article explores the Gau Maraja Leangleang phenomenon as a cultural event that goes beyond preserving local heritage and significantly contributes to economic development through the empowerment of Micro, Small, and Medium Enterprises (MSMEs). This research adopts a qualitative approach with a case study focused on the location where Gau Maraja Leangleang was held. Data collection was conducted through participant observation, in-depth interviews with MSMEs, event organizers, and visitors, and analysis of related documents. The results show that Gau Maraja Leangleang successfully created a conducive ecosystem for MSMEs to interact directly with consumers, introduce local products, and substantially increase revenue. The resulting cultural interactions not only strengthen local identity but also open up significant new market opportunities. Furthermore, it was found that the synergy between cultural and economic aspects is essential for the sustainability of the event and the overall empowerment of the community
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