BUNGA PUSPA INNOVATION: INDONESIAN MACRAME HANDMADE FOR BUILDING HUMAN CIVILIZATION THROUGH THE INDONESIAN NATIONAL PUSPA HEURISTIC AS HANDICRAFT MARKETING COMMUNICATION

Abstract

The Jasmine flower, or 'Melati Kampung,' is deeply rooted in Indonesian culture, symbolizing purity and cultural identity. However, its significance faces threats due to declining availability. In Javanese wedding customs, these blooms sourced from Madura Island and Pekalongan play a crucial role. Embracing Indonesia's national flower, Jasminum sambac or 'Puspa Bangsa,' our handmade macrame bags from Bakalan village symbolize this cultural journey. Bunga Puspa brand embodies purity, beauty, and humility, mirroring Jasmine's attributes. Our campaign aims to preserve this heritage by inspiring white jasmine cultivation in Bakalan, empowering the local economy. Unique macrame bag designs infused with the Indonesian national flower motif attract consumers through Instagram. Supported by the Faculty of Social and Political Sciences, University of Brawijaya, Indonesia, this initiative follows a five-year plan. We use qualitative methods and interviews above the initiative the elderly empowerment called Karang Werda Hasanudin in Bakalan Village, Malang Regency, Indonesia. We employed the attribution theory and its implication in marketing communication. The Data analysis, following Miles & Huberman's approach, reveals the potential for typical Indonesian macrame bags in the international market. We find the products have attributed to Indonesian cultural, especially the Indonesian national flower called Puspa Bangsa (Melati or Jasminum sambac). Through the Indonesian National Puspa heuristic, we aim to bridge civilizations, preserving cultural identity and the essence of purity, beauty, and humility embodied by the Jasmine flower.