PENERAPAN IMPROVISASI PRODUK DAN KOMUNIKASI PEMASARAN BERBASIS DIGITAL PADA PRODUK CANVAS BAG BERBAHAN BENANG RAJUT HANDUK

The current habit of people using plastic-based products is a major problem. This situation has become an impetus to create an environmentally friendly product, namely a canvas bag made of towel knitting yarn. The creation of this canvas bag product is in line with the Sustainable Development Goals (SDGs). Despite having environmentally friendly advantages, this product is still not sold in its market due to lack of branding and marketing strategies. This study aims to determine the application of product improvisation and effective digital marketing to increase sales of canvas bags made of towel knitting yarn. The research method uses a qualitative approach with SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) and the AIDA strategy (Awareness, Interest, Desire, Action). The results of this study indicate that the application of product improvisation is carried out by creating designs according to consumer desires and adding functional features. Meanwhile, the digital marketing strategy utilizes the Instagram and TikTok platforms to reach the target market, namely Gen Z. This study concludes that to increase sales of canvas bags made from towel knitting yarn, PT Gaya Fashion Nusantara must focus on developing product improvisation and digital-based product marketing.