TRANSFORMASI INDUSTRI KULIT DI ERA DIGITAL (STUDI DI INDUSTRI KULIT HAJI DAUD SUKAREGANG KABUPATEN GARUT)

The purpose of this study is to determine sociologically how the digital era has impacted the leather industry in Sukaregang, Garut Regency. This study focuses on examining how the digital era has impacted the leather industry community in Sukaregang and mapping the social environment of the leather industry in Sukaregang. The research method used is qualitative with a descriptive approach. Data was obtained through observation, documentation, and interviews with the research subjects involved. The results of the study show that there is a positive impact among leather industry players, with the digital era making it easier to sell, provide model references, facilitate transactions, and not be fixated on offline sales. In this case, it is proven that the digital era provides broad competitiveness, and leather industry players are becoming more creative, with ideas emerging. This phenomenon was analyzed using Francis Fukuyama's social capital theory, trust, which explains how mutual trust maintains product quality, product materials, and mutual support. Reciprocity explains how reciprocity is manifested in the exchange of technical assistance, market information, and mutual support in digital and traditional skills training. This culture strengthens social solidarity and creates a dynamic network that helps artisans survive and thrive in the digital era. Social interaction explains how interactions.