Symbolic Exchange and Brand Construction: Business Communication in Garut Leather’s Product Design

Authors

  • Handrini Ardiyanti Fakultas Ilmu Komunikasi, Universitas Esa Unggul, Jalan Arjuna Utara No.9, Kebon Jeruk, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11510, Indonesia
  • Mila Karmila Fakultas Ilmu Sosial Ilmu Politik, Universitas Garut, Jl. Raya Samarang No. 52A, Tarogong Kaler, Kabupaten Garut, Jawa Barat 44151, Indonesia
  • Salman Maulana Fakultas Desain dan Industri Kreatif, Universitas Esa Unggull, Jalan Arjuna Utara No.9, Kebon Jeruk, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11510, Indonesia
  • Ayu Larasati Fakultas Ilmu Komunikasi, Universitas Esa Unggul, Jalan Arjuna Utara No.9, Kebon Jeruk, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11510, Indonesia
  • Ummanah Fakultas Ilmu Komunikasi, Universitas Esa Unggul, Jalan Arjuna Utara No.9, Kebon Jeruk, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11510, Indonesia

DOI:

https://doi.org/10.21009/COMM.035.05

Keywords:

Business Communication, Garut Leather Product Design, Symbolic Exchange

Abstract

The Garut leather industry has demonstrated significant growth, driven by rising consumer demand for high-quality, locally produced goods. To sustain this development, Micro, Small, and Medium Enterprises (MSMEs) must strengthen product design strategies and creative communication approaches. This study explores how business communication - through symbolic exchange embedded in design elements such as functionality, aesthetics, and innovation -contributes to the construction of brand identity in Garut leather products. Employing a qualitative approach, the research integrates market observation, consumer feedback analysis, and in-depth interviews with local producers. NVivo software is used to code and analyze data, enabling systematic identification of key themes in consumer perception and symbolic design. Findings indicate that features such as RFID-blocking technology, improved compartmental organization, and eco-conscious materials are not only functional enhancements but also serve as communicative symbols of modernity, trust, and craftsmanship. These symbolic design innovations play a crucial role in shaping consumer-brand relationships and enhancing market competitiveness. The study concludes that symbolic value in product design functions as an effective form of business communication, enabling MSMEs to articulate cultural identity while addressing evolving consumer expectations. This strategy is essential for positioning Garut leather products in both domestic and global markets.

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Volume 13 Nomor 2 2025

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2025-12-27 — Updated on 2025-12-28

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Handrini Ardiyanti, Mila Karmila, Salman Maulana, Ayu Larasati, & Ummanah. (2025). Symbolic Exchange and Brand Construction: Business Communication in Garut Leather’s Product Design. Communicology: Jurnal Ilmu Komunikasi, 13(2), 253–267. https://doi.org/10.21009/COMM.035.05 (Original work published December 27, 2025)

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Vol. 13 No. 2 (2025): Communicology: Jurnal Ilmu Komunikasi, Volume 13 No. 2 Desember 2025

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