STRATEGI PRODUKSI, PEMASARAN DAN TANTANGAN LOKAK LEATHER CRAFT

Abstract

This study aims to analyze the production process, marketing strategies, and business development challenges of Lokak Leather Craft, a micro, small, and medium enterprise (MSME) operating in the leather craft industry. This topic is important because MSMEs play a significant role in supporting the creative economy and local economic development. The research employed a descriptive qualitative approach, with data collected through in-depth interviews, direct observation, and documentation. The results show that the production process consists of several main stages, including raw material selection, design planning, cutting, stitching, and finishing, with product quality as the primary focus. The marketing strategies implemented include promotion through social media, word-of-mouth marketing, and participation in local MSME events. However, Lokak Leather Craft faces several challenges, such as limited business capital, difficulties in obtaining high-quality raw materials, and the underutilization of digital marketing. The study concludes that Lokak Leather Craft has strong potential for further development through increased production capacity, optimization of online marketing, and strengthening product innovation. These findings highlight the importance of strategic improvements to enhance the competitiveness and sustainability of leather-based craft MSMEs.