PEMANFAATAN TEKNOLOGI INFORMASI BAGI PENGEMBANGAN PEMASARAN PRODUK UMKM INDUSTRI KULIT (STUDI PADA KAWASAN SENTRA KULIT SUKAREGANG GARUT- JAWA BARAT)

Abstract

Micro, Small and Medium Enterprises (MSMEs) are large economic potentials because they can absorb a large number of workers, and they have resistance to external shocks. The general condition of leather MSMEs in Sukaregang Garut based on temporary observations that almost all business actors produce the same type of product with different quality and pricing. However, there are very few of the leather business actors use Information Technology as a tool to promote their products. This can create a competitiveness weakness for the MSME leather actors in Sukaregang Garut. The urgency of this research is to be able to apply information technology so that it can increase the competitiveness of the MSMEs in Sukaregang Garut. This study is conducted as a step to identify the determinants factors for the use of information technology in marketing so that the driving factors and inhibitors can be identified. Through this study, the right information technology can be proposed and it can fulfill the needs of MSMEs in running their business. The method in this study is a qualitative method. The data collecting technique is by interviewing the party of Leather MSMEs in Sukaregang Garut. Therefore, it can get a way of marketing for leather MSME products in Sukaregang Garut by using Information Technology as well as the training modules for MSME actors to market the Leather MSME products in Sukaregang Garut using Information Technology. The novelty in the results of this study is the production of training modules on the use of Information Technology about product marketing that is in accordance with the characteristics of the Leather MSMEs in Sukaregang Garut.