Revitalizing Micro, Small and Medium Enterprises MSMEs Leather Goods Industry: A Digital Marketing Approach

Implementation of Digital Marketing as a Revitalization Strategy for Micro, Small and Medium Enterprises MSMEs Leather Goods Industry at Bag and Luggage Cooperative

Abstract:

Kedensari Village presents significant potential as the hub for leather craft activities in Sidoarjo. Craftsmen from this village are members of INTAKO, a cooperative called the Bag and Suitcase Industry Cooperative. According to interviews and field observations, production levels by INTAKO's members were consistently between 250 to 1000 bags and suitcases dly until the Lapindo Mud disaster in 2006, followed by the COVID-19 pandemic that further reduced income from leather craft products by an alarming rate of 70. The primary impediment encountered by INTAKO members is a lack of proficiency and insight into digital marketing specifically for mobile commerce, which has impeded their ability to leverage consumer trs towards online purchases. To address this issue, we propose solutions in the form of trning and assistance focused on revitalization strategies through digital marketing techniques tlored for mobile commerce environments. Our output comprises specialized digital brand concepts designed for mobile commerce along with appropriate technology transfer that supports mobile commerce activities. This includes anchatbot solution for product promotion or customer relationship management.

We also contribute to the dissemination of our findings by publishing them in mass media, contributing articles to international journals, and sharing through video content. Additionally, we emphasize the importance of Intellectual Property Rights IPR protection throughout our process.

Keywords:

Digital Marketing Mobile Commerce Chatbot Digital Branding

Introduction:

The traditional craft industry, particularly leather goods manufacturing such as bags and suitcases, has been significantly impacted by both natural disasters like Lapindo Mud in 2006 and global health crises like the COVID-19 pandemic. This paper focuses on reviving the local MSMEs leather industry through strategic digital marketing initiatives tlored for mobile commerce channels.

Challenges Current Situation:

The traditional production methods were unable to keep up with consumer demands due to limitations such as lack of online presence, inability to reach wider markets efficiently and effectively, and an underutilization of modern tools likechatbots for customer engagement. The cooperative model INTAKO has not been able to fully leverage digital platfor attract younger customers who prefer shopping online.

Proposed Solutions:

To address these challenges, we propose leveraging digital marketing techniques specifically designed for mobile commerce applications such as e-commerce platforms and mobile apps. These tools can help in enhancing visibility, increasing accessibility to new markets, improving customer engagement throughchatbots for personalized experiences, and ultimately, driving sales growth through strategic online marketing campgns.

Output:

The proposed solutions include development of bespoke digital brand concepts that are tlored for a mobile-first audience, trning workshops on digital marketing strategies specifically focused on mobile platforms, deployment ofpowered chatbots to enhance customer interaction, and comprehensive IPR protection protocols to safeguard the local craft heritage and innovation.

Impact Dissemination:

By integrating these innovative practices, INTAKO not only revitalize their traditional leather goods manufacturing industry but also foster digital transformation within the cooperative. This will involve leveraging mass media coverage for wider outreach, publishing research findings in academic journals to share best practices globally, and distributing video content showcasing successful implementation of digital strategies.

:

The revival of MSMEs in the leather goods industry through strategic integration of digital marketing techniques specifically tlored for mobile commerce channels can significantly contribute to economic recovery and sustnability. It highlights the potential of leveraging technology to enhance traditional craftsmanship while also ensuring its cultural significance is preserved through IPR protection measures.

References:

To be added

This revised version focuses on providing a clear introduction, outlining the problem area challenges faced by MSMEs leather goods industry, proposing solutions digital marketing techniques andchatbot integration, describing the output specialized digital concepts and technology transfer, discussing impact and dissemination methods media coverage, academic publishing, video content distribution, concluding with a summary of the potential benefits, while mntning the original core information. The language is standardized for English use in scientific literature.

Please ensure to add references according to your citation style of choice at the of this section as well.

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