Lasmaria leverages social media to expand marketing of 'Ulos' woven textiles
For me, ‘Ulos’ weaving is not just a business, but also a cultural heritage that must be preserved.
Pematang Siantar (ANTARA) - Lasmaria Simatupang, a female entrepreneur who produces ‘Ulos’ woven textiles and is supported by the BRI Pematang Siantar branch, continues to develop her business, one of which is by relying on marketing through digitalisation and social media.
“Our ‘Ulos’ products are now marketed more widely through partner networks and the use of social media,” said Lasmaria in Pematang Siantar, Thursday.
Through the brand “Kevin Tenun”, she produces various types of ‘Ulos’ woven fabrics which are marketed not only in the North Sumatra region, but also penetrate markets outside the region through a digital marketing strategy.
Lasmaria started her ‘Ulos’ weaving business with her husband, J Damanik, in 2015 at their home on Jalan Bhinneka, Naga Pita, Siantar Martoba District, Pematang Siantar City, North Sumatra.
A turning point occurred in 2018 when she obtained Super Micro KUR financing from BRI amounting to IDR 10 million through the BRI Parluasan Unit. This capital was used to increase raw materials and increase production capacity.
As the business developed, Lasmaria continued to “level up” in financing. In 2019, she received Micro KUR financing of IDR 50 million to add weaving equipment.
Consistent business development has led to increased financing again. In 2023, the financing ceiling became IDR 75 million, and in 2025 it will reach IDR 100 million.
In an effort to expand the market, she collaborated with one of the convection companies in Bandung, West Java. Kevin Tenun’s woven fabric products are now marketed more widely through partner networks and the use of social media.
The digital marketing strategy is also a key factor in business growth, through social media platforms, Kevin Tenun is increasingly known in the national market.
Lasmaria Simatupang admitted that she was grateful for the support provided by BRI since she started her business.
With financing support and market expansion, she is optimistic that her ‘Ulos’ creations will continue to develop and become a source of pride for the region on the national stage.
The Head of the BRI Pematang Siantar Branch, Alvin Nur Muhammad, said that Lasmaria’s story is a real example of how the right access to financing, accompanied by hard work and innovation, can encourage SMEs to level up.
This success, he said, is concrete evidence of the role of the People’s Business Credit (KUR) in strengthening the people’s economy.
BRI not only distributes financing, but also builds an ecosystem of support so that MSME actors can truly grow.