An operational model design of leather bag consumer needs to increase the sales of leather bag products (a case study of Magetan leather industry)

The Small and Medium Enterprises (SME) of leather bags in Magetan just used only a small amount of the products of the MSEs of tanning leather. One of the ways to solve this problem is to increase production and sales volume so that more leather raw materials may be absorbed. To increase the sales, a design that suits to the consumer intention is a necessity. For this reason, a research is required to determine the design of leather bags the consumers need. This study was aimed at making an operational model of the consumers’ need for leather bags. The basic model used is the Functional, Expressive, and Aesthetic (FEA) consumer needs model designed by Lamb and Kallal. This model was then developed to be used to assess the consumers’ needs for leather bags. This development process was conducted by examining what leather bags consumers saw at the reviews of leather bags made by the influencers on You Tube, then it was coupled with inputs from the manufacturers of leather bags. The operational models of consumer needs of leather bags made are expected to help redesign and brand leather bag products so as to increase the sales of finished leather products in the form of leather bags.