Implementation of Digital Marketing as a Revitalization Strategy for MSME Leather Crafts at the Bag and Luggage Industry Cooperative

DOI

10.2991/978-2-38476-008-4_143How to use a DOI?

Keywords

Digital marketing; Mobile commerce; Chatbot; Artificial intelligence; Digital branding

Abstract

Kedensari Village has the potential as a center for leather crafts in Sidoarjo. The craftsmen in Kedensari Village are members of a cooperative organization called the Bag and Suitcase Industry Cooperative (INTAKO). Based on the results of interviews and field observations, it is known that the average production of INTAKO members in 1995–2005 was 250 to 1000 bags and suitcases per day. However, since the Lapindo Mud disaster in 2006, coupled with the impact of the COVID-19 pandemic, income from leather craft products has fallen by 70%. One of the main obstacles for INTAKO members is the lack of optimal skills and insights related to digital marketing for mobile commerce causing INTAKO leather craftsmen to fail in capitalizing the opportunities for the shifting consumer trends to online purchases. Based on this analysis, we offer solutions in the form of training and assistance on revitalization strategies through the application of digital marketing for mobile commerce. The output of this study is in the form of digital brand concept and design specialized for mobile commerce and appropriate technology transfers that support mobile commerce, including AI chatbot that can be used for product promotion or customer relationship. In addition, the output of this program is the publication of activities in the mass media, publication of scientific articles in international journals and activity videos, as well as IPR.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hujjatullah Fazlurrahman
AU  - Riska Dhenabayu
AU  - Tias Andarini Indarwati
PY  - 2023
DA  - 2023/03/19
TI  - Implementation of Digital Marketing as a Revitalization Strategy for MSME Leather Crafts at the Bag and Luggage Industry Cooperative
BT  - Proceedings of the International Joint Conference on Arts and Humanities 2022 (IJCAH 2022)
PB  - Atlantis Press
SP  - 1331
EP  - 1338
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-008-4_143
DO  - 10.2991/978-2-38476-008-4_143
ID  - Fazlurrahman2023
ER  -