Rebranding Koperasi Intako Melalui Program Redecor Showroom dan Pemberdayaan Digital Marketing

Abstract

Koperasi INTAKO (Bag and Luggage Industry) is a small industry that is also home to leather crafters in Tanggulangin. Since the occurrence of the Lapindo mudflow in 2006, this industry has gone out of business. Many crafters turn into factory workers. The condition of INTAKO is experiencing a crisis, due to the reduced number of craftsmen and the lack of buyers. Moreover, obstacles also come from increasingly intense market competition, especially in the bag industry. The obstacles from the wave of cheap imported goods became the main competitor for craftsmen in the southern region of Sidoarjo. Beginning in 2017, INTAKO began to develop again. The managers make a program that attracts the number of buyers and fixes internally. To support this effort, Bhayangkara University conducted a Thematic Community Service Program at INTAKO. The program is a rebranding in the form of redecorating the showroom, adding supporting components for product displays and empowering digital marketing through creating an Instagram account along with product photo content. The program aims to increase INTAKO branding by producing a showroom with iconic photo spots and increasing awareness and understanding of INTAKO management and employees about the importance of using social media as a platform for promotion and increasing product sales. There are 3 steps to be carried out, namely decorating the placement of superior products from crafters, optimizing digital marketing through taking product photos and creating an Instagram account. The results obtained, currently INTAKO already has a showroom specifically for new products and superior products and has a digital database of product photos. This digital promotional media will increase the number of sales of leather bag products and make people more familiar with the bag and luggage industry in Tanggulangin, Sidoarjo.