^Product Development and E-Commerce Empowerment for Cibaduyut Footwear Industry in Bandung: A Strategic Effort to Foster Competitive and Sustainable MSMEs^
Asep Nana Rukmana1, Aviasti2, Agus Nana Supena3, Reni Amaranti4 1,3,4,5Program Studi Teknik Industri, Universitas Islam Bandung, Indonesia 2Program Studi Pendidikan Profesi Insinyur , Universitas Islam Bandung, Indonesia e-mail: 1an.rumana@gmail.com, 2aviasti82@gmail.com, 3agusns1967@yahoo.co.id, 4reniamaranti2709@yahoo.com

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Abstract

Cibaduyut in Bandung has long been known as a center for Indonesia^s leather footwear industry, serving both domestic and export markets. Its golden era in the 1990s to early 2000s was followed by a decline, especially after the 2008 ASEAN-China Free Trade Agreement (ACFTA), which intensified competition from imported products. The industry now faces structural challenges, including lack of product standardization, limited marketing capacity, inadequate technology adoption, restricted financing, labor skill shortages, and waning brand appeal.
To respond to these issues, the Community Entrepreneurship Development Program (CEDP) aims to revitalize the footwear sector through strategic interventions. The program focuses on improving product quality and innovation, integrating e-commerce to widen market reach, enhancing MSMEs^ competitiveness, fostering artisans^ economic independence, and embedding sustainability principles and Islamic values in business practices. Additionally, the program targets capacity building in digital literacy, entrepreneurship, and collaborative partnerships.
The main approach includes intensive training and mentoring for selected local partners in product development and digital marketing strategies. Expected outcomes encompass: (1) publications in SINTA-accredited journals or GARUDA-indexed proceedings- (2) dissemination through the Bandung Annual International Conference (BAIC)- (3) copyright registration for developed products- (4) exposure in print and digital mass media- (5) creation of a documentary video on YouTube- and (6) emergence of new, competitive digital entrepreneurs.

Keywords: Entrepreneurship, Product Development, e-Commerce

Topic: Innovative Education in the Digital Era