Model of Entrepreneurship Empowerment of Ex-prisoners based

on Digital Marketing in Prison, Cikarang, West Java

Rahmi Setiawati

Vocational Education Program, Universitas Indonesia, Depok, Indonesia

Keyword: Prisoners, Digital Marketing, Entrepreneurship, Community Empowerment

Abstract: This study aims to produce a model of increasing the capacity of prisoners so that they become

entrepreneurs after being free through technological aspects. This research was carried out because the

community’s stigma towards former prisoners was still negative so that when prisoners were free from

prison, it was challenging to become a worker in the industry. This condition makes it necessary to have

knowledge and skills for ex-prisoners to become entrepreneurs. Prison as a place of guidance contributes in

terms of skills and knowledge, so the role of prisons ranging from upstream to downstream is to start

prisoner empowerment from production to marketing, which currently has a vital role in the technological

aspects of marketing activities (digital marketing). The concept used in the research relates to digital

marketing, entrepreneurship, and community empowerment because the sustainability aspect is needed in

empowerment activities, starting from changing the mindset behavioural of prisoners to become

entrepreneurs through education about entrepreneurship and digital marketing. This study uses a qualitative

approach that seeks to find deep understanding. It seeks to understand the meaning, values, perceptions, and

goals in every action and decision in aspects of human life through observation and in-depth interviews. The

results of this study are community empowerment models that provide mentoring instruments, as an

essential factor in increasing prisoners’ development capacity by stimulating and moving in a sustainable

field. In the end, the formation of awareness activities of prisoners to become entrepreneurs who produce

products from the skills obtained in prisons through the website “Lacika Mart” digital marketing as a means

of marketing their products. The model creates prisoners with independence through entrepreneurship to

increase the capacity in terms of investment for themselves, which can create competitiveness of superior

products produced by the community, both nationally and internationally. Another thing is that it can act as

active participation as a change agent in the development of human resources.

1 INTRODUCTION

Based on Law Number 12 article 1 paragraph 5 of

1995 concerning Penitentiary, it is confirmed that

prisoners (WBP) are prisoners, correctional students,

and correctional clients (Ministry of State

Secretariat,1995). However, there is this problem,

which is a problem for Prisoners in Penitentiary,

namely from its psychological aspects. The life of an

inmate while in prison, makes him face a variety of

psychological problems, including loss of family and

support and independence in activities. Conditions

that cause psychological impacts are much felt by

prisoners, especially when undergoing the initial

sentence in prison. A prisoner will force himself to

be able to survive by trying to adapt to his new

environment, looking for ways to meet each of his

basic needs in conditions of full limitations.

Basically, in fostering prisoners, one of them is

knowing one’s concepts, so that they can change

themselves to be positive, no longer commit

criminal acts and be able to develop themselves,

even though various efforts have been made in

guiding prisoners while undergoing criminal acts.

However, the psychological impact of imprisonment

still appears in the community, namely, negative

stereotypes about ex-convicts. So, we need thoughts

from upstream to downstream for an ex-convict.

Criminally psychologically is a burden for every

prisoner, so it is necessary to think about solving

various psychological impacts including the first

loss of personality, a prisoner during a conviction

will lose his personality, self-identity, due to rules

Setiawati, R.

Model of Entrepreneurship Empowerment of Ex-prisoners based on Digital Marketing in Prison, Cikarang, West Java.

DOI: 10.5220/0010685900002967

In Proceedings of the 4th International Conference of Vocational Higher Education (ICVHE 2019) - Empowering Human Capital Towards Sustainable 4.0 Industry, pages 387-394

ISBN: 978-989-758-530-2; ISSN: 2184-9870

387

and procedures for living in prison. Second, the

Loos of personal communication, namely freedom to

communicate with anyone, is also restricted. As

social people, prisoners need communication with

friends, family, or others.

Problems that will arise will lead to the failure of

the coaching process as one of the goals of

correcting. Penitentiary Institution (LAPAS) Class

III Cikarang, Bekasi Regency, can build and be in

the same corridor as the community to work

together. Fair, transparent, integrity, and reliable

Law Enforcement. To fulfil this, since 2015, the

Cikarang Class III Prison is determined to improve

and develop itself towards modern correctional

institutions with high integrity, both in terms of

vision and mission and the realization of legal

services through human resource capacity and

supporting infrastructure facilities. In line with the

determination to realize the improvement of law

enforcement, Cikarang Class III Prison also

collaborates with the Director-General of

Corrections and Bekasi District Government and its

technical staff to participate in various training in

order to increase their knowledge and

professionalism and expertise, both for Lapas

Officers and Guided Residents Lapas Correctional

(WBP). So hopefully, it can grow the culture of law

enforcement and services.

However, the obstacle is that when prisoners are

free to carry out their sentences, to fulfil their daily

needs, they have to work, but the stereotype that

occurs is the difficulty of finding a job because of

the status of ex-convicts. So that after prisoners are

released from prison, there is no activity carried out,

this can lead to criminal acts or return to their

environment. Therefore, there is a need for fostered

citizens of the community to be empowered. It is to

increase their capacity to make a creative and skilled

and innovative entrepreneur.

The purpose of the ICT Sector Program is

mainly to use it to accelerate digital marketing that is

utilized by fostered citizens after leaving prison to

develop their capacity when they become

entrepreneurs who have technological abilities. The

long-term strategic plan of Indonesia’s development,

the role of technology is currently a severe concern

in providing benefits for the sustainability of human

life so that through technology can provide welfare

and increase the capacity of Human Resources. One

of the main obstacles to be overcome is the limited

quality of the human resources of the people who

use ICT as one of the tools that can help develop

themselves, a simple concept of ICT that will be

applied in the form of an independent community

website that will contain a database of the results of

the production of fostered citizens by integrated

through the system in the marketing sphere. Based

on the background of the problem, the questions in

this study are:

What is the Entrepreneurship Empowerment Model

for ex-convicts based on digital marketing in Class

III Penitentiary, Cikarang, West Java?

2 LITERATURE REVIEW

An inmate decides to bury his identity with little or

no interaction. In dealing with their two identities,

they form identities that allow them to interact,

however carefully, with others. This tactic is

increasingly sophisticated impression management

(Goffman, 1959), which was created initially to hide

its vulnerability, but slowly developed into a more

suitable identity in the prison world. New inmates

are more adaptable to adjusting to their environment

to listen to their conversations carefully and select

interactions. New prisoners filter their knowledge of

what a tight prison is like, how they talk, move, and

act (Mulyana & Solatun, 2013).

The convict’s concern that he will have the

character he displays is not without reason and

because the presentation of his identity as a convict,

that person also receives an affirmation that becomes

more important considering he is also further away

from his friends in the outside world who can

reaffirm his identity. Efforts of prisoners to recover

their buried identities are part of a change in their

perspective (Mulyana & Solatun, 2013).

Communication as a process has several other

characteristics that help in understanding how

communication takes place. First, communication is

dynamic. Communication is an activity that

continues and is always changing as our perpetrators

of communication are constantly influenced by the

messages of others, who will experience continuous

change. Second, communication is interactive.

Communication occurs between the source and

receiver. This communication implies two or more

people who bring unique background and experience

in every communication event that occurs. Third,

communication is irreversible in the sense that once

we say something and someone has received and

decoded the message. Fourth, communication takes

place in a physical context and social context. When

interacting with someone, interaction is not isolated

but exists in a specific physical environment and

particular social dynamics.

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The social context determines the social

relationship between the source and the receiver.

How is the context, the social context will affect

communication? Forms of the language used with

respect or lack of respect shown to someone, time,

mood, speaker, all of these are some of the aspects

of communication that are influenced by social

context. So that communication is a matrix of

complex social actions and interact with each other

and occur in a complex social environment. This

social environment reflects how people live in a

social environment.

2.1 Social Learning Theory

Social learning theory is an extension of traditional

behavioural learning theory (behavioristic). This

social learning theory was developed by Albert

Bandura (1986). This theory accepts most of the

principles of behavioural learning theories but gives

more emphasis to the effects of cues on behaviour

and internal mental processes. So in social learning

theory, we will use external reinforcement

explanations and internal cognitive explanations to

understand how we learn from others. In the view of

social learning, “human” is not driven by forces

from within and is also not “beaten” by

environmental stimuli (Bandura, 1986).

Social learning theory emphasizes that the

environments confronted by a person are not

random; the environments are often chosen and

changed by the person through his behaviour.

According to Bandura, as quoted by Soeparman that

“most humans learn through selective observation

and remember the behaviour of others.” The essence

of social learning theory is modelling, and this

modelling is one of the most critical steps in

integrated learning (Soeparman, 1997).

There are two types of learning through

observation (observational learning). First, learning

through observation can occur through conditions

experienced by others or vicarious conditioning. For

example, a student sees his friend being praised or

reprimanded by his teacher for his actions. Then he

imitates doing other deeds whose purpose is the

same as wanting to be praised by his teacher. This

incident is an example of reinforcement through

praise experienced by others or vicarious

reinforcement. Second, learning through observation

mimics the behaviour of a model even though the

model does not: gain reinforcement or attenuation

when the observer is watching the model

demonstrates something that the observer wants to

learn and expects to receive praise or reinforcement

when thoroughly mastering what is learned. The

model does not: must be acted upon by someone

directly, but we can also use someone cast or

visualization as a model Nur Holil (Firdausz &

Mas’ud, 2013). In the behavioural approach, some

theories try to explain more deeply why social

phenomena expressed in the behavioural approach

can occur. Some theories include the Social

Learning Theory and Social Exchange Theory

(Mustafa, 2009).

2.2 Social Exchange Theory

Characters who developed the theory of social

exchange include psychologists John Thibaut and

Harlod Kelley (1959), sociologist George Homans

(1961), Richard Emerson (1962), and Peter Blau

(1964). Based on this theory, we enter into an

exchange relationship with other people because of

which we get a reward. In other words, the exchange

relationship with other people will produce a reward

for us. Like social learning theory, social exchange

theory also sees behaviour and environment as

reciprocal. Because our environment is generally

composed of other people, other people and we are

seen to have behaviours that influence each other. In

this relationship, there are elements of reward

(reward), sacrifice (cost), and profit (profit). Benefits

are all things that are obtained through sacrifice,

sacrifices are all things that are avoided, and profits

are rewards reduced by sacrifice. So social

behaviour consists of exchanging at least between

two people based on the calculation of profit and

loss. For example, patterns of behaviour at work,

romance, marriage, friendship - will only last if all

parties involved feel benefited. So a person’s

behaviour is raised because, based on his

calculations, it will benefit himself, and vice versa, if

it is detrimental, then the behaviour is not displayed.

The essence of social learning theory and social

exchange is a person’s social behaviour can only be

explained by something that can be observed, not by

mentalistic processes (black box). All theories

influenced by this perspective emphasize the direct

relationship between observed behaviour and the

environment (Mustafa, 2009).

3 METHODOLOGY

This study uses a qualitative approach, qualitative

research design makes researchers as an integral part

of the data, meaning that researchers actively

participate in determining the type of data desired.

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Deddy Mulyana emphasized that: “The essence of

personal research is a basic understanding that the

reality examined in this case the reality of

communication is multiple, complex, pseudo,

dynamic, constructed, holistic and accurate

communication is an active, creative, and free will

subject capable of controlling the entire

communication process rather than vice versa

(Mulyana, 2002).

Data collection technique:

a. Conduct an Interview: To find out the strategy

by interviewing with the Head of Prison: Mr

Kadek and the Trustees who guide prisoners.

The results of the Working Group Mapping

(Work Program) consist of 36 Work Programs,

including sewing, handicraft, art, cooking.

b. Conduct Observation: After superior mapping

products, in addition to mapping to determine

the criteria for participants who will be guided

by simultaneously observing the character of

the participants and determining the detention

period, i.e., in the near term will be free and the

determination of ex-convicts who have

completed the detention period but are still

required report.

c. FGD Activity: Mapping prisoners’ participants

through discussions to determine their talents

and hopes post-free, with a coach who trains or

provides skills.

d. Literature Study

4 RESULTS AND DISCUSSION

The model of the program of activities carried out to

increase the capacity of prisoners after being

released from prison. The aim is to improve welfare

and the economy. Through the digital marketing-

based Entrepreneurship Program, the method of

implementing this activity with several stages,

namely mapping to identify working groups to carry

out mentoring activities according to the target by

building awareness of the self-concept of prisoners

who have an entrepreneurial spirit, and prototype

website creation, and demonstration of making and

website management.

Following are the stages of the Capacity

Building Program for the community-assisted

residents (prisoners):

4.1 Phase I: Identification of Main

Products of Community-Driven

Community Guidance

Product Mapping Production Results of Penitentiary

Assistance Work: At this stage, it is carried out

through direct observation in Bekasi Prison and

conducting interviews with fostered residents and

the Trustees. The results of observes that there are

some superior product results, namely: in the form

of food, namely bread and handicrafts in the form of

batik, souvenirs and paintings, and handicrafts made

of straw.

Figure 1: Photo of Bread Production and Calligraphy and

Souvenir.

4.2 Phase II: Coaching and Building

Awareness about Entrepreneurship

a. Conducting Workshop activities by providing

material about building positive self-concepts,

thinking innovatively and creatively, and

building an entrepreneurial spirit.

b. Knowledge of digital marketing

The aim is to provide briefings to build their

awareness of self-concepts in order to become

entrepreneurs and an introduction to digital

marketing. Participants have fostered citizens

who will continue to be fostered and sustainable

with the same group so that developments and

impacts on the future can be evaluated.

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Figure 2: Provision of Material about the Concept of

Entrepreneurship.

c. Evaluate the expectations of the community-

assisted citizens through a question and answer

instrument about self-concept

4.3 Phase III: Creating a Digital

Marketing Website “Lacika Mart”

Prototype

The final stage of the development model for

prisoners who will emerge from prison is to

provide the skills, knowledge, and development

provided to prisoners, starting from the product

packaging produced to the packaging to online

marketing activities, with the hope of establishing

a website to market online—production line from

fostered residents. Examples will be made designs

for foster products from fostered citizens who are

created in the Digital Marketing Program. The

name “Pas Mart” stands for “Lapas Market” or

“Lacika” stands for Cikarang Penitentiary, the “Pas

Mart” Plan contains information on superior

products that are managed by Lapas Cikarang,

Bekasi, namely the products of the community-

assisted residents (Prisoners) that can be sold buy

online to the general public. Then, after prisoners

are free, they can continue to make or design

online marketing of products produced based on

the results of their skills, so that when they are

released from prison, prisoners can make money

and improve welfare through entrepreneurship, so

that negative stereotypes do not become a burden

for inmates.

The purpose of the ICT Sector Program is

mainly to use it to accelerate digital marketing that is

utilized by fostered citizens after leaving prison to

develop their capacity when they become

entrepreneurs who have technological abilities. The

long-term strategic plan of Indonesia’s current

development of technology is quite a serious

concern. One of the main obstacles to be overcome

is the limited quality of the human resources who

use ICT as a tool that can help develop the region, a

simple concept of ICT that will be applied in the

form of an independent community website that will

contain a database of the results of the production of

community-guided residents integrated through the

system in the marketing sphere.

4.4 Application of Digital Marketing

The results of the production are packaged in

attractive packages, then form or build branding of

the products produced. Then a website was created

in the form of a Star up containing information on

Lapas Products, which at this time was promoted

through exhibitions, but through digital marketing, it

had a broad reach. The name “Pass Mart” means

Lapas Market or “Lacika” of LAPAS Cikarang.

Transactions can be carried out online. The ex-

convicts can build marketing networks online,

linking to Pass Mart to promote it. This way, the ex-

convicts do not have to worry about their future life

after their sentence. their employees can become an

entrepreneur with the products studied during

detention. The capital to open a business is obtained

from the sale during the period of detention. So that

the stigma about the contrary, “Former Prisoners”

need not be feared by their capacity to increase

economic prosperity, for themselves. Following is

the workflow of “Lacika Mart.”

4.4.1 Prototype Marketplace Workflow

“Lacika Mart”

Figure 3: Display Menu and Frontpage Marketplace

Lacika.

When opening the Lacika marketplace website,

visitors will see the various information about

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Lacika along with products that have been approved

for sale.

4.4.2 How to Register as a Vendor

In order for the Lacika marketplace to be used by

fostered residents, it must first register an account.

This account will be represented as a shop that will

sell the products of the work built

Figure 4: Registration page of Marketplace Lacika.

a. Go to the Lacika marketplace website.

b. Select the “Join” menu in the main menu

section.

c. Fill out the vendor registration form that

appears with information that matches the

store profile that has been created.

d. Click the “Register” button.

e. The prospected vendor will be directed to a

new dashboard page that will be active

when the admin approves the registration of

the filled-in form.

4.4.3 How to Login

Figure 5: Login page of Marketplace Lacika.

Go to the Lacika marketplace website.

a. Select “My Account” on the main menu.

b. Enter the Username and Password that have

been given.

c. Press the enter or the “Login” button.

4.4.4 How to Complete the Product

Figure 6: Dashboard page of Marketplace Lacika.

When the admin approves the account submission,

then the vendor can enter the store management

page via the login column with the username and

password that has been given.

The dashboard page for vendors functions is to

view statistics and sales progress of products sold by

each vendor.

Figure 7: Product manager page of Marketplace Lacika.

Select the menu on the left side of “Product

Manager.”

a. Then the product form page will appear

immediately.

b. Fill in product data following the product you

want to sell in the marketplace

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c. When enough data is filled in, save it by pressing

the “Draft” button.

d. If the product wants to be launched to the

marketplace, then you can immediately press the

“Publish” button.

The capacity building of the community-assisted

people will be formed by reviewing three indicators,

namely in the form of knowledge that is formed

through education and workshops on

entrepreneurship and digital marketing, skills

obtained from potential development training

following their talents and interests. Finally, attitude

through the religious guidance program aims to form

attitudes that are under religious values.

4 CONCLUSIONS

The result of this research is to produce a website for

marketing purposes through digital, which is the

marketing of the products of Prisoners who have

competitiveness so that the general public knows

and becomes a business activity.

1. The formation of awareness of the community-

assisted people, who have cognitive aspects

about being entrepreneurs, have a fighting

spirit or have competitiveness and are skilled in

community empowerment, namely prisoners

who will be free.

2. Increased independence of groups or

individuals in building and developing

businesses through digital marketing

3. Through the community members becoming

more understanding about the potential and

packaging of their products, the outcome is the

existence of an independent website that can

record the potential of the Superior Products of

Prisoners, and Former Prisoners, which in turn

can become the basis for the formation of an

independent and participatory community and

the results can be published on the media as a

means of socialization to the community.

4. We have skills in applying marketing-based

technology with the availability of websites

that are following the market place. Website

“Pas Mart” or “Lacika” is a media to promote

the production of community Guided and

Former Prisoners.

5. Perform ongoing or continuous assistance in

determining the design of packaging

(packaging) both physically through offline

and display and content through online

marketing (website).

6. They are expanding the establishment of Prison

Industries or rehabilitation programs such as

on-the-job training for prison inmates to

prepare them for the world of work after being

released from prison. The main objective of

Prison Industries is to help them gain skills,

qualifications, and work experience so that

after completing their sentence, they can work

in the community.

7. Improving Management Prison Industries must

also be able to provide funding and profits for

the organization organizing activities and

continuously support programs that can offer

opportunities for self-development for

prisoners. Make policies in Prison Industries

that aim to develop long-term work strategies

for prisoners, strengthen networks with private

prison service institutions, the Government,

entrepreneurs.

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