Application of Creative Innovation Media and Digital Marketing of

Leather Industries in Banguntapan, Yogyakarta

Indra Kusumawardhani and Dian Indri Purnamasari

Universitas Pembangunan Nasional Veteran Yogyakarta

Keywords: Creative Innovation Media, Digital Marketing, Leather Industries.

Abstract: Handicraft industry The cow leather in Yogyakarta is growing rapidly. The empowerment that we want to

start is through the creative innovation industry. What is meant by creative innovation is to innovate in

terms of the technique of creating outer leather products, both bags, wallets, etc. The next empowerment is

digital marketing innovation, which is how a product is shown to have an optimum image at a price that

remains affordable in the community. For example, the process of taking product pictures, packaging, and

marketing media with social media technology. These problems include (1) socialization issues that

creative innovation media and digital marketing media; (2) the problem of developing the application of

creative innovation media and digital marketing media; (3) environmental aspects; and (4) network

problems that must be increasingly multiplied, owned, tightened, to support various other positive things

from craftsmen. The following are the problems and solutions offered by the service team to resolve the

issue: The first problem, namely the problem of the socialization of creative innovation media and digital

marketing media through training provided to the craftsmen community.

1 INTRODUCTION

Handicraft industry The cow leather in Yogyakarta

is growing rapidly. This started when the Bantul

government developed the cow leathercraft industry

in an area known as GMT, namely Gabusan,

Manding, and Tembi, in the 2000s. Over time, the

leathercraft industry also emerged in various other

regions with all the capital, innovation, and finally

became a trend among the people, especially the

fashion industry. This is also very possible because

in Yogyakarta there is a Leather Technology

Academy which is now a Polytechnic of the Leather

Technology Academy with three majors, namely:

1. Department of Skin Processing Technology

2. Rubber and Plastic Processing Technology

Department

3. Department of Leather Products Processing

Technology

Cowhide is a by-product of the beef industry, a

by-product which also has to undergo further

innovative processing so as not to become garbage

and waste. Cowhide can be processed into ponds, for

example, but other innovations are still needed that

provide more value for the community of craftsmen

and users. The emergence of the leather bag

craftsman industry in Yogyakarta gives a positive

value, especially in the world of fashion that

demands innovation in terms of models, shapes,

packaging, and even digital marketing media in the

current era.

The question that arises is whether all-leather

bag artisans in Yogyakarta can compete and survive

with other local leather bag artisans? Are there

capital constraints, for example? And also, whether

innovation and digital marketing have become

enough stock for them to have? Some big names

have sprung up in the fashion industry in various

national and international scale craft exhibitions.

The majority cannot be denied for models still

imitating branded bag models and are also in

demand by the public. Public interest occurs because

of the good quality with local prices compared to the

branded circulating in the market, both original,

mirror, and the umpteenth time, so the choice of

using a local leather bag is a wise decision.

The intriguing question is, what about standard

leather bag artisans? How do they compete with

fellow local artisans who are more or less the same

model, quality and price are also the same. There are

investors with cow leather processing from upstream

to downstream into patented leather bag products,

296

Kusumawardhani, I. and Purnamasari, D.

Application of Creative Innovation Media and Digital Marketing of Leather Industries in Banguntapan, Yogyakarta.

DOI: 10.5220/0009965002960299

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 296-299

ISBN: 978-989-758-471-8

and there are investors with marketing media only

and cooperating with the surrounding craftsmen

partners, then what about other community artisans

who independently do not a partner and fight alone?

Are they struggling with technical innovations,

models, and marketing media?

Based on the above, the team empowered the

local leather bag craftsmen in the Bangunharjo area,

Sewon, Bantul, Yogyakarta. As for the consideration

is the absence of large investors there and the

surrounding community fought independently

together to produce certain types of leather bags

with limited capacity. They must be given

empowerment in the form of innovation for their

leather bag products and also digital marketing

media in the current industrial era 4.0 so that their

markets are not only local, national, but also

international.

The empowerment that we want to start is

through the creative innovation industry. What is

meant by creative innovation is to innovate in terms

of the technique of creating outer leather products,

both bags, wallets, etc.? Innovation is also in the

medium of making products that are not merely the

same as others in the form of standard leather bags,

for example, added paintings to bags with local

cultural styles as a form of respecting and

maintaining local wisdom. And also, innovation in

packaging that sometimes this is not a concern of

craftsmen, even though starting from packaging, can

make products have more value.

The next empowerment is digital marketing

innovation, which is how a product is shown to have

an optimum image at a price that remains affordable

in the community. For example, the process of

taking product pictures, packaging, and marketing

media with social media technology. This will

determine how a product is accepted by the

perception of the surrounding community, even

nationally and internationally. It is hoped that the

empowerment will increase the number of sales,

followed by an increase in production capacity with

maintained quality control. And finally, it will

increase the empowerment of artisans and the

surrounding community.

The idea of empowering the people's economy

according to Mahmudi (1999) in Ravik (2009) is an

effort to encourage and protect the growth and

development of local economic strength and the

mastery of science and technology (science and

technology) by the community based on the strength

of the people. One form of empowerment idea is

creative innovation media and digital marketing

media.

2 PARTNER PROBLEM

The implementation of creative innovation media

applications and digital marketing media is possible

to meet many problems encountered. These

problems include (1) socialization issues that

creative innovation media and digital marketing

media are needed for the handicraft industry and the

community as industrial makers or actors must

realize and develop consistently and confidently; (2)

the problem of developing the application of creative

innovation media and digital marketing media which

needs more external help so that the craftsmen

community is increasingly learning and

implementing media consistently; (3) environmental

aspects, such as the lack of support from existing

institutions, such as banking and government to help

industries that are not talented in certain regions; and

(4) network problems that must be increasingly

multiplied, owned, tightened, to support various

other positive things from craftsmen, for example by

frequently cooperating in exhibitions of any scale

will further add to their products and brands.

3 SOLUTIONS AND OUTPUT

TARGETS

The following are the problems and solutions

offered by the service team to resolve the issue: The

first problem, namely the problem of the

socialization of creative innovation media and

digital marketing media through training provided to

the craftsmen community. Training in the form of

product innovation, including paint and painting in

their leather bag products so that they are not plain

polish, training inefficient and exclusive packaging

to increase sales value in marketing, and the use of

information technology as a means of digital

marketing media so that their products are

increasingly recognized through the media social.

The second problem, namely the problem of

developing creative innovation media and digital

marketing media which needs more external help.

Need assistance, training, and experts who help

development in the aspects of painting innovation in

products, packaging, and digital marketing media.

The third and fourth problems, environmental

aspects, such as the lack of integration and

consistency between programs, and network

problems that must be increasingly multiplied,

owned, tightened, to support various other positive

things from artisans. We will involve various parties

Application of Creative Innovation Media and Digital Marketing of Leather Industries in Banguntapan, Yogyakarta

297

related to the ministries of industry and trade,

banking, government, and mass media so that they

know the leather craftsmen in this area who have

products that can compete.

4 METHOD OF

IMPLEMENTATION

The methods for carrying out the above activities are

as follows:

1. Media dissemination of creative innovation

and digital marketing media. This activity was

carried out by inviting all local craftsmen to receive

the following training:

a. Painting with paint media on leather bag

products.

b. Designing efficient and effective packaging

increases product value.

c. The use of digital communication media

through social media, Facebook, and

Instagram.

d. The use of digital communication media

through the Tokopedia and Shopee market

places.

2. Application of creative innovation media and

digital marketing media. This activity is carried out

by inviting speakers and mentoring about some of

the following practical process activities:

a. Painting with paint media on leather bag

products.

b. Designing efficient and effective packaging

increases product value.

c. The use of digital communication media

through social media, Facebook, and

Instagram.

d. The use of digital communication media

through the Tokopedia and Shopee market

places.

3. Fostering networks with the Ministry of

Industry and Trade, Banking, and the local

government to help promote and involve artisans in

exhibitions on a local, national, and even

international scale.

5 CONCLUSIONS, LIMITATION,

AND SUGGESTIONS

5.1 Conclusions

a. The effort to help realize the assistance of using

social media applications for marketing leather

products for MSMEs is apparently not as easy as

we read theories, analyze situations and

conditions, then try to apply what we learn in

theory into practice. But so many things and

communication must be intertwined because the

reality of practice is not as easy as the theory or

what we imagine. There are many technical,

social, economic, and even psychological

constraints that require sensitivity and in-depth

analysis so that what becomes a program runs

well, not only at the initial stage of concept and

implementation but also integrated with daily

transaction activities for MSME entrepreneurs.

b. The social media application that we use every

day and as if it is easy to implement has been

tried by the owner of Anantio's UMKM, and they

stated that it is quite easy and successful using

social media. This is expected to provide a strong

foundation in order to maintain the quality of

service and sales. Thus the purpose of assistance

for community empowerment is well achieved.

5.2 Limitations and Suggestions

As for the limitation in community service, this time

is time, that is because the process of compiling lists

and account codes that have not been structured is

quite time-consuming. For the implementation of the

system and recording of transactions still encounter

difficulties when there is an item code that has not

been entered. And it is recommended that we

continue to provide assistance because the concept

of independence is not only said to be successful

with the implementation of computerized transaction

recording, but also business continuity along with

generally accepted financial reporting. It also

requires ongoing collaboration between researchers

and drafter, to help each other implement this

program on target, namely independence and

economic prosperity of the community.

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