STRENGTHENING HR IN SUPPORTING THE COMMUNICATION STRATEGY OF UPANAT SANDALS AS A PRODUCT ICON OF BOROBUDUR TO INCREASE INCOME OF TOURISTS IN THE BOROBUDUR AREA Sri Kussujaniatun, Anis Siti Hartati, Indah Widowati
Universitas Pembangunan Nasional Veteran Yogyakarta
Abstract
The aim of this research is to find out how to increase the income of upanat sandal MSMEs in the future so that the community^s economy will improve and advance the region by encouraging accelerated development, regional excellence through strengthening the competitiveness of creative industries based on local wisdom in strengthening human resources towards optimizing the production of upanat sandals and the use of digital media in strategy upanat sandals marketing communications. The research subjects were creative economy tourism business actors in the Borobudur area. The research steps began with collecting data related to creative economy tourism business actors, both the number of business actors and the production of Upanat sandals, assistance with consultations on strengthening human resources for Upanat sandal business actors related to increasing motivation in increasing production of Upanat sandals, preparing marketing communication strategy models to increase industrial competitiveness. creative based on local wisdom. Data collection techniques used observation, interviews, and FGD. Data analysis uses integrated techniques between quantitative and qualitative descriptive approaches.
Keywords: Strengthening Human Resources, Communication Strategy, Upanat Sandals, Increasing Income
