SME DEVELOPMENT AND ART COMMUNITY FOR DEVELOPING JELEKONG CULTURAL TOURISM AREA
Abstract
The purpose of this paper is to analyze the results of the collaboration between the Ministry of Cooperatives and SMEs and the Alliance of Indonesia Entrepreneurship Study Programs to collaborate to develop a roadmap for national entrepreneurship development. As a case study, the Binus Bandung Entrepreneurship Study Program collaborates with SMEs and the Jelekong Art Community of Bandung Regency. Jelekong Tourism Village which is the center of worldwide painting art. The method used in analyzing this collaboration uses the Case Study method through interviews with the Jelekong art and culture community. In conclusion, they need help from educational institutions, namely lecturers and students who have competence in the field of digital marketing, to develop the marketing of their paintings through social media and other electronic media, so that the exhibition activity plan is a solution to increase marketing and tourism branding of Jelekong Art Village is first identifying the type of UKM and community to be guided at the time of the exhibition, then each UKM and Community will be fostered by lecturers according to their competence and will involve Binus Bandung and other Binus lecturers as well as Satu University Bandung who are interested in this activity.
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