Crisientia Pranata Raharja STRATEGI PEMBERDAYAAN MASYARAKAT BERBASIS EKONOMI KREATIF: STUDI KASUS KAIAKAIU BRAND

Crisientia Pranata Raharja; Juanita Priscilla

doi:10.33153/semhas.v2i0.111

Crisientia Pranata Raharja Program Studi Desain Interior, Universitas Kristen Petra
Juanita Priscilla Program Studi Desain Interior, Universitas Kristen Petra

DOI: https://doi.org/10.33153/semhas.v2i0.111

Keywords: branding, pengabdian masyarakat, usaha kecil, industri kreatif.

Abstract

Indonesia has entered the era of the creative economy. Various local brands began to be increasingly known.
This gave rise to increasingly fierce competition. Micro, Small and Medium Enterprises, or MSMEs, are increasingly
emerging and are supported by regional and government regulations. But for some people, it felt
very heavy. Individual business forms are increasingly pressured to survive in industrial competition. The lack
of knowledge about government programs and the right strategy makes industry players unable to develop
their businesses. This paper will give you the strategy to increase individual business with KAIAKAIU as the
case study. KAIAKAIU is a new local brand, in collaboration with the locals. Creating a product that could
make the people contribute to Indonesian society. The approach uses SWOT (Strength, Weakness, Opportunity
and Threat) and Business Model Canvas using community approaches. The research is aimed at exploring
appropriate strategies for competing in the ASEAN Economic Community (AEC), especially for the micro and
individual industries.