This is an outdated version published on 2025-12-27. Read the most recent version.

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.

References

Abeer, H. M. (2025). The use of conceptual metaphors in advertising: A cognitive approach to persuasive language. Journal of Posthumanism, 5(2), 969–981. https://doi.org/10.63332/joph.v5i2.469

Amalia, B., Fatimah, A. N., Rizki, M. F., & Sari, W. P. (2025). Startup strategies in building brand awareness (Roland Barthes’ semiotic analysis of Korean drama Start-Up). https://doi.org/10.55942/pssj.v5i5.379

Anooja, J., & Kumar, V. (2025). Elements of innovation: A review of literature on craft-design ecosystem. Sustainable Futures, 9, 100670. https://doi.org/10.1016/j.sftr.2025.100670

Audretsch, D. B., Belitski, M., & Link, A. N. (2023). Innovation, entrepreneurship, and the growth of SMEs in emerging markets. Journal of Business Venturing, 37(2), 215–233. https://doi.org/10.1016/j.jbusvent.2022.10622

Ayele, M., Limeneh, D. Y., Tesfaye, T., Mengie, W., Abuhay, A., Haile, A., & Gebino, G. (2021). A review on utilization routes of the leather industry biomass. Advances in Materials Science and Engineering, 2021. https://doi.org/10.1155/2021/1503524

Aziza, T. N., Purnawarman, A., & Wicaksa, A. (2024). Upaya diplomasi publik dalam mempromosikan produk fashion Indonesia di luar negeri. Interdependence Journal of International Studies, 5(1), 53–66. https://doi.org/10.54144/ijis.v5i1.72

Barrera Torres, G., Gutierrez Aguilar, C. M., Lozada, E. R., Tabares Montoya, M. J., Ángel Álvarez, B. E., Sánchez, J. C., Jaramillo Carvalho, J. A., & Santos, R. J. (2025). Application of post-industrial leather waste for the development of sustainable rubber composites. Polymers, 17(2), 1–22. https://doi.org/10.3390/polym17020190

Birdsell, A., Tatsuta, T., & Nakamura, Y. (2022). Visual metaphors in branding: The intersection of culture and innovation. Journal of Brand Communication Studies, 21(3), 235–248. https://doi.org/10.22492/ijpbs.8.1.01

Cahyadi, D., Ismail, S. H., Mohammad, R., Daud, M. Y. M. D., & Irwan, M. (2024). An aesthetic “touch” for the development of rattan bag handicraft products in Indonesia: A systematic literature review. Harmonia, 24(1), 77–87. https://doi.org/10.15294/harmonia.v24i1.43311

Cheba, K., Bąk, I., & Szopik-Depczyńska, K. (2020). Sustainable competitiveness as a new economic category – definition and measurement assessment. Technological and Economic Development of Economy, 26(6), 1399–1421. https://doi.org/10.3846/tede.2020.13528

Chen, C.-L. (2020). Cultural product innovation strategies adopted by the performing arts industry. Review of Managerial Science. https://doi.org/10.1007/s11846-020-00393-1

Chen, A., Lin, Y., Mariani, M., Shou, Y., & Zhang, Y. (2023). Entrepreneurial growth in digital business ecosystems: An integrated framework blending the knowledge-based view of the firm and business ecosystems. Journal of Technology Transfer, 48(5), 1628–1653. https://doi.org/10.1007/s10961-023-10027-9

Schneijderberg, C., Wieczorek, O., & Steinhardt, I. (2024). The handbook of qualitative and quantitative content analysis. Routledge.

Djatiprambudi, D., & Sampurno, M. B. T. (2023). Art discourse in modern fine arts in Surabaya: Analytical historical research. Harmonia, 23(2), 301–317. https://doi.org/10.15294/harmonia.v23i2.46302

Donkor, E. K., & Ossei-Gerning, M. (2023). Sustainability production in natural leather art: Evidence-based studio practices and techniques for leather phone cases. Cogent Arts & Humanities, 10(1), 2236390. https://doi.org/10.1080/23311983.2023.2236390

Fachria, R., Ramdan, H., & Aryantha, I. (2020). Efektivitas pengolahan limbah cair industri penyamakan kulit Sukaregang Garut dengan adsorben karbon aktif dan ijuk. Jurnal Pengelolaan Lingkungan Berkelanjutan, 3(3), 379–388. https://doi.org/10.36813/jplb.3.3.379-388

Febrianti, R. A. M., Novatiani, R. A., & Lestari, S. (2019). Pkm kulit Sukaregang Garut Jabar mengantisipasi produk import melalui manajemen usaha dan teknologi informasi. Dharma Bhakti Ekuitas, 3(2), 286–292. https://doi.org/10.52250/p3m.v3i2.144

Gemilang, D. T., & Putri, Y. R. (2024). Analisis strategi komunikasi Oz Crew dalam mempromosikan event musik pada Instagram @ozradiobandung. COMM, 12(2), 173–190. https://doi.org/10.21009/COMM.033.01

Hadiwijaya, M. A., Pirdaus, F. P., Andrews, D., Achmad, S., & Sutoyo, R. (2023). Sentiment analysis on Tokopedia product reviews using natural language processing. ICIMCIS 2023, 380–386. https://doi.org/10.1109/ICIMCIS60089.2023.10348996

Huang, X., Wei, M., & Cao, X. (2024). Visual metaphors and white space: How visual rhetorical language in advertising influences consumer responses to paradox brands. Journal of Retailing and Consumer Services, 81, 103971. https://doi.org/10.1016/j.jretconser.2024.103971

Hussain, T., & Wang, D. (2024). Social media and the spiritual journey: The place of digital technology in enriching the experience. Religions, 15(5), 1–28. https://doi.org/10.3390/rel15050616

Irawan, P. R., Abdillah, A., & Taryanto, T. (2022). Pengaruh brand image terhadap keputusan pembelian pada home industry sandal kulit Kandangwesi Collection Garut. Jurnal Muhammadiyah Manajemen Bisnis, 3(2), 61–68. https://doi.org/10.24853/jmmb.3.2.61-68

Imsa, M. A., Soegiarto, A., & Rizki, M. F. (2024). The influence of narrative and dialogical videos on brand trust and negative crisis emotions. In Studies in Systems, Decision and Control (Vol. 516, pp. 539–551). Springer. https://doi.org/10.1007/978-3-031-49544-1_49

Kamuri, S. (2022). Understanding entrepreneurial vision for growth, innovation and performance in Kenya’s leather industry. Journal of Global Entrepreneurship Research, 12(1), 119–130. https://doi.org/10.1007/s40497-022-00308-2

Karuppiah, K., Sankaranarayanan, B., & Ali, S. M. (2023). Towards sustainability: Mapping interrelationships among barriers to circular bio-economy in the Indian leather industry. Sustainability, 15(6). https://doi.org/10.3390/su15064813

Kurniawan, A., Sukardi, S., Indrasti, N. S., & Suparno, O. (2021). Analisis potensi keberlanjutan industri penyamak kulit dengan struktur modal pinjaman sistem bunga. Agrointek, 15(4), 1038–1045. https://doi.org/10.21107/agrointek.v15i4.9308

Lantu, D. C. (2022). Indonesian leather handicraft trade in the international market: SWOT analysis approach. Journal of International Conference Proceedings, 5(3), 206–214. https://doi.org/10.32535/jicp.v5i3.1867

Li, H., Xue, T., Zheng, Z., Luo, X., & Huang, G. (2025). The innovation of traditional handicrafts and cultural identity: A multidimensional value analysis using the DEMATEL-ISM method. PLOS ONE, 20(5), e0322893. https://doi.org/10.1371/journal.pone.0322893

Mashiah, I. (2024). “We are a hub for tech, innovation, and entrepreneurship”: How places use tech-driven storytelling for nation branding. Place Branding and Public Diplomacy, 20(4), 451–467. https://doi.org/10.1057/s41254-024-00341-w

Mbinza, Z. E. (2024). Assessing South African metropolitan cities’ online place brands. Place Branding and Public Diplomacy, 20(4), 532–555. https://doi.org/10.1057/s41254-024-00358-1

Ramadhan, F. A., Poerana, A. F., & Lubis, F. O. (2023). Strategi komunikasi pemasaran pondok pesantren di Kabupaten Karawang. Communicology, 11(2), 306–324. https://doi.org/10.21009/comm.1102.10

Rifa Ramadhani, R., Riyantini, R., Emiliana, M., & Hervira, D. P. (2023). Analisis isi pesan persuasif dalam konten TikTok @rubicommunity. Communicology, 11(2), 178–191. https://doi.org/10.21009/comm.1102.02

Sagar, S. (2023). Innovation and sustainability in business: Navigating the future landscape. Ser, 25(12), 51–60. https://doi.org/10.9790/487X-2512055160

Shafi, M., Szopik-Depczyńska, K., Cheba, K., Ciliberto, C., Depczyński, R., & Ioppolo, G. (2022). Innovation in traditional handicraft companies towards sustainable development: A systematic literature review. Technological and Economic Development of Economy, 28(6), 1589–1621. https://doi.org/10.3846/tede.2022.17085

Silverman, D. A., & Smith, R. D. (2024). Strategic planning for public relations (7th ed.). Routledge.

Soehardjo, M. D. H., & Mukaromah, A. (2023). Kompetensi komunikasi pemandu dalam konteks komunikasi pariwisata di Klenteng Sam Poo Kong. Communicology, 11(2), 261–276. https://doi.org/10.21009/comm.1102.07

Su, F., Song, N., Shang, H., & Fahad, S. (2023). Industrial agglomeration, spatial-temporal evolution, and its driving factors in the Chinese leather industry. Economic Research—Ekonomska Istrazivanja, 36(1), 1–21. https://doi.org/10.1080/1331677X.2023.2179504

Sulaiman, M. A. B. A., Asad, M., Awain, A. M. S. B., et al. (2024). Entrepreneurial marketing and performance: Contingent role of market turbulence. Discover Sustainability, 5, 492. https://doi.org/10.1007/s43621-024-00710-8

Syamsuddin, S., Marsudi, S., Hasanuddin, B., Umar, A., & Suprayitno, D. (2024). Adapting to digital transformation: Challenges and strategies for traditional businesses. Global International Journal of Innovative Research, 2(3), 704–711. https://doi.org/10.59613/global.v2i3.121

Udo Kuckartz, & Rädiker, S. (2023). Qualitative content analysis: Methods, practice and software (2nd ed.). SAGE Publications.

Zahara, Z., Ikhsan, S., Santi, I. N., & Farid, F. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business & Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592

Volume 13 Nomor 2 2025

Downloads

Published

2025-12-27

Versions

How to Cite

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

Issue

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

Section

Articles

License

Copyright (c) 2025 handrini ardiyanti

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this Journal agree to the following terms:

  1. Author retain copyright and grant the journal right of first publication with the work simultaneously licensed under a creative commons attribution licensethat allow others to share the work within an acknowledgement of the work’s authorship and initial publication of this journal.
  2. Authors are able to enter into separate, additional contractual arrangementfor the non-exclusive distribution of the journal’s published version of the work (e.g. acknowledgement of its initial publication in this journal).
  3. Authors are permitted and encouraged to post their work online(e.g. in institutional repositories or on their websites) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published works.

Users/public use of this website will be licensed to CC BY