Creative Industry Development Policy Innovation In The City Of Bandung

This study describes the governance of the creative industry development, and the potential of the creative industry in the growth of the economic sector in the city of Bandung. Associations of fellow creative business actors can create new innovations in developing their business products, because in it there is an exchange of ideas and honing creativity. There are 17 sub-sectors of creative industry in Bandung. This study tries to understand how creative industry development policy innovations through the Bandung Creative Hub which is a forum for creative business actors to gather who can take advantage of the facilities and infrastructure provided to develop innovations in creating products that have superior value. The researcher uses the policy innovation theory of Jean-Eric Aubert which consists of seven dimensions. This study uses a qualitative approach. The results of the research on the development of creative industries in the city of Bandung can be said to be not optimal in their management and there are only 7 sub-sectors that are facilitated. There are still business actors who do not know that the Bandung City Culture and Tourism Office facilitates Intellectual Property Rights (HAKI) and difficulties in transferring knowledge to creative industry business actors.


Introduction
The driving force for the creative economy is the creative industry. The creative industry is a process of creativity by generating new ideas to create works that can generate economic value without destroying or exploiting natural resources. The creative industry in the city of Bandung has unique characteristics because it was born from creative communities such as the Bandung Creative City Forum (BCCF) as a forum for creative community gatherings. BCCF aims to hone creativity as a form of business in empowering the potential of the economic sector.
The city of Bandung as one of the creative cities is expected to carry out optimal development in the creative industry sector, which consists of 17 creative economic sub-sectors such as music; photography; films, animations and videos; tv and radio; product design; crafts; performing Arts; advertising; publishing; art; application; game development; graphic design (dkv); design interior; culinary; architecture; and fashion. Based on the Regional Regulation of West Java Province Number 15 of 2017 concerning the development of the creative economy, the government through the Culture and Tourism Office (Disbudpar) seeks to improve the creative economy sector by carrying out policy innovations by becoming community facilitators to work and innovate.
The Bandung City Government now has Bandung City Regional Regulation No. 1 of 2021 concerning Structuring and Development of the Creative Economy. The existence of this new Perda made Disbudpar become a lot of notes and tasks that had to be completed immediately, because they had to make 14 Mayor Regulations (Perwal) which perwal are regulations in nature. After the regulations are made, the Culture and Tourism Office must also prepare the kepwal and publish it, and collaborate with legal experts, public policy, creative economy, culture and tourism and so on.
The policy innovation in the development of the creative industry is to establish the Bandung Creative Hub (BCH) as a forum for business actors to develop their innovation and creativity by utilizing the facilities provided so that they are able to create a product that has superior value and will continue to innovate following all forms of change. and the demands of the times and the growth of society. The Bandung Creative Hub building is located at Jalan Laswi No.7 Kota Bandung. Currently there are only 7 subsectors that are facilitated including photography, design, fashion, animation, music, dance, film and advertising. The lack of socialization of the existence of the Bandung Creative Hub has resulted in visits and programs being implemented decreasing from year to year. In addition, there is a lack of creative industry business actors who register their businesses. Therefore it is necessary to socialize regularly and periodically so that innovators can continue to innovate in creating their products. One of the goals of the Bandung Creative Hub is to prepare products so that they can be introduced more broadly to the general public.
Disbudpar also provides legal protection in the form of patents to creative industry entrepreneurs by providing Intellectual Property Rights (IPR) for free. However, there are still business actors who do not know information about Intellectual Property Rights. In addition, why the need for the development of creative industries is because there are still limited facilities to develop products that support business continuity. The difficulty of transferring knowledge to creative business actors, such as understanding the importance of branding for a product that is created. The difference in mindset between business actors and the government lies in the main focus in developing a work or product.
The creative industries in the city of Bandung often do not go hand in hand, always carrying out their respective activities such as fashion carrying out runways. It would be nice if one sub-sector with other sectors collaborated and synergized so as to create new strengths in the regional economy. Likewise with Disbudpar experiencing difficulties in communicating with creative industry business actors, who may, when given input, feel unacceptable or may be disturbed. Another problem that occurs is the lack of socialization that has been carried out, there has been no access to capital that has been given either from the Department of Culture and Tourism and the difficulty of accessing capital assistance to banks and the prevalence of product duplication or piracy.

Method
In research on policy innovation for the development of creative industries in the city of Bandung using qualitative methods with a phenomenological approach. Creswell (2010: 5) states the description of qualitative research in which it is a method to understand in depth and explore further the meaning of individuals or groups which is the origin of the emergence of a social problem. The use of a qualitative approach in this study can help researchers describe, translate and analyze precisely and in depth how innovative creative industry policies in the city of Bandung are. The descriptive method adheres to a phenomenological notion. The phenomenological approach has the goal of obtaining relevant and critical views of an object under study by looking at the facts that occur based on phenomena that appear to the surface or are hidden.

Results And Discussion
The creative economy will develop if business actors provide support with a new idea to create products with high value. Creating an idea is creativity that is owned by creative industry entrepreneurs (Sari, 2018). The creative economy is a source of strength that is able to develop the resources it has to continue to innovate and be creative in creating a product that has value. The thing that guarantees the sustainability of the creative economy is unlimited and always dynamic development following the changing times and the growth of society.
Creating creative economy ideas that are efficient, effective and profitable, creative economy actors can work and create better, so that the creative economy can make a good contribution to national income and ultimately increase the ratio of national GDP (Marlinah, 2017). This is in line with the criteria for achieving the Creative Economy Agency from 2015-2019, namely with 3 parameters: 1 is the contribution to the Gross Domestic Product (GDP), 2 is employment absorption and 3 is the increase in export value, that is actually the achievement of a written commitment from government agencies must be achieved and that is what must be counted. The existence of creative industries is the government's initial commitment to form a creative economy.
Policy innovation theory from Jean Eric Aubert (2010) as a theory that is relevant and related to indications of problems found in creative industry problems. There are seven aspects that need to be emphasized in implementing policy innovation in developing countries, namely technological strategies, institutions, legal frameworks, policy focus, policy focus, agents of change, reform approaches, as well as cultural and behavioral characteristics. The following is an explanation of policy innovations for the development of creative industries in the city of Bandung: 1. Technology strategy, related to the dissemination that occurs in the local economy as a result of the establishment of a policy innovation in the form of the Bandung Creative Hub (BCH).
2. Institutions, related to how the Bandung City Disbudpar is ready in terms of governance of the implementation of BCH policy innovations in the development of creative industries to increase economic sector growth 3. The legal framework, this aspect emphasizes the need for regulation or a legal umbrella in order to ensure that the process of implementing innovative creative industry development policies in the city of Bandung is structured and directed. 4. Policy fokus, the policy focus of this research is the development of creative industries through BCH policy innovation.
5. Agent of change, is a form of collaboration carried out by Disbudpar in policy innovation for the development of creative industries through BCH, whose goal is to develop policies.
6. Reform approach, positive influence related to reform offered by creative industry development policy innovations through BCH so that society can reform with international standards.
7. Characteristics of culture and behavior, it is important to understand the motivation and cultural background involved in policy innovation for the development of creative industries through BCH.
Policy innovation through BCH is carried out because the government is aware of the advantages possessed by the City of Bandung through creativity, due to limited natural resources and tourism in the City of Bandung, the government pays more attention to exploring the potential of business actors in developing their products with high creativity and innovation. to be able to compete in market competition. The development of creative industries is a way to achieve success in creative economic growth. In the following, the researcher will explain in more detail regarding how to manage innovation policies for the development of creative industries in the city of Bandung and how the potential for developing creative industries for the growth of the economic sector: 1. Governance of Policy Innovation in the development of the Bandung City creative industri sector Technology strategy The government through Disbudpar has created a digital platform called Patrakomala.id which can be accessed via the website or downloaded on the Playstore for Android users. This Patrakomala as an innovation provided by the government for creative industry businesses can receive various information, trends, and programs or activities organized by the government, so that it becomes a promotional place to introduce Bandung City's creative industry products because it can be accessed by people outside the city. In addition, the existence of the Bandung Creative City Forum (BCCF) community also helps expand the network of creative industries. The government and the community have made adjustments to the situation amid the spread of the Covid-19 virus by closing access to locations or limiting visitor capacity to carry out online activities. To meet the needs of business actors, the government has carried out policy innovations by establishing the Bandung Creative Hub (BCH) as a means of support for business actors in developing their creativity.
2) Institutional The institutional dimension has not been realized because in providing a mechanism there is no access to financing for business actors, the government is still using the pentahelix concept and is planning to have capital with the hexahelix concept. It often happens that someone has high creativity and is able to innovate in developing a product but is constrained in terms of financing. Not a few entrepreneurs who have difficulty with financial problems in starting a business. The limited space provided by BCH to socialization which was not encouraged enough, resulted in a decrease in the number of activities or programs carried out from year to year. This can be shown by the data that researchers found in the field as follows:  Furthermore, so far the Bandung city government through the Culture and Tourism Office and the BCH manager have not issued regulatory discretion, because everything has been going according to existing regulations. The regulations governing creative industry development issues are contained in Regional Regulation No. 1 of 2021 which regulates the scope of creative economy development. One way to stimulate change is to provide services using barcodes for the community as creative industry entrepreneurs or the public in general, to provide criticism and suggestions for the progress of policy innovation through BCH management.

3) Legal Framework
The legal framework is the existence of a legal umbrella that assists the process of implementing policy innovations. By regulation, the City of Bandung has Regional Regulation No. 1 of 2021 concerning structuring and developing the creative economy. The implementation of quality control is usually adjusted to the political promises of regional heads and SOPs that are implemented in government administration. Even though they now have regional regulations and SOPs in managing policy innovation through BCH. Nonetheless own.
The legal framework is the existence of a legal umbrella that assists the process of implementing policy innovations. By regulation, the City of Bandung has Regional Regulation No. 1 of 2021 concerning structuring and developing the creative economy. The implementation of quality control is usually adjusted to the political promises of regional heads and SOPs that are implemented in government administration. Even though they now have regional regulations and SOPs in managing policy innovation through BCH. Nonetheless has more notes and tasks due to the unfinished leadership and committee formation.

4) policy focus
The policy focus dimension has not been realized because in the policy innovation sector there are still many business actors who have not registered their businesses so that there are still many sub-sectors where the number of business actors is still minimal. The number of business actors 1,590 consists of 69 applications and games, 28 architectural actors, 12 interior design actors, 45 product design actors, 530 fashion actors, 51 animated film and video actors, 29 photography actors, 30 graphic design actors, 308 craft actors, 338 culinary actors, 33 music actors, 61 publishing actors, 16 advertising actors, 7 performing arts actors, 28 visual arts actors, the last being television and radio 5 actors. Data regarding the number of creative industry business actors can be accessed via patrakomala.id.
There are still many sub-sectors that need more attention to be developed. In addition, there are still business actors who do not know the support provided by the government through the Culture and Tourism Agency and BCH managers in the development of creative industries in the city of Bandung.

5) Agents of Change
The change agent dimension explains that various decisions are needed that influence targets or goals to become goals in a more directed implementation effectively and efficiently. In the agent dimension of change, it has not been fully realized, even though there is already a partnership in an effort to achieve the goal. However, there are obstacles in the transfer of knowledge to business actors regarding the importance of branding and profits, and the lack of socialization regarding policy innovations. There are still creative industry sub-sector actors who do not know about the existence of BCH, so they cannot feel the impact of the facilities provided by the government.

6) Reform Approach
The dimensions of the reform approach have not been realized optimally, this is because in the concentration of changes in the City of Bandung as a creative city it has decreased due to changes in policies and political issues, so that it has been overtaken by other districts/cities. In 2019 based on data from Bekraf, the City of Bandung was not selected in the 10 Creative Cities according to the Decree of the Head of the Creative Economy Agency of the Republic of Indonesia Number 83 of 2019 concerning Indonesian Creative Districts/Cities. In 2021 the city of Bandung will become one of the creative cities of the 21 selected potentials. The city of Bandung is ranked 18th with the leading fashion sub-sector which began in 1970 which has a turnover of 3-5 trillion per year. This information can be accessed through the website kotareatif.kemenparekraf.go.id. 7) Characteristics of Culture and Behavior On the dimension of cultural and behavioral characteristics it has been well realized because employees are already motivated to carry out the development of creative industries, although slowly at least they have 2) Creative Creative Industry Development Potential for Economic Sector Growth The potential for the development of creative industries has a positive impact on the continuity of creative economic growth. The existence of a creative industry is able to create a work that has added value economically. Development carried out for business actors will experience growth if the process between the stakeholders involved, be it the government, community, and business actors, in its management there is harmonization, alignment, and effective cooperation. 1) Integrate resources and potential. The potential in the development of creative industries in the process will integrate the two elements between the resources and potential of each sub-sector.
2) Encouraging innovation and creativity. This creative industry development program must continue to be carried out optimally in order to achieve results according to predetermined goals. The orientation is to make business people comfortable creating and innovating in the city of Bandung.
3) Creating synergy and collaboration. The synergy that is being carried out is to create a balanced harmonization of the creative economy ecosystem, and collaboration is carried out with various stakeholders involved who jointly solve problems related to the creative industries.
4) Product quality and quantity. In terms of quality, business actors will continue to have ideas in developing their work to continue to make updates. Meanwhile, quantity depends on branding to be introduced to the public regarding the uniqueness and advantages of the products created. This will usually affect the attractiveness of buying the product, increasing demand from the public will also increase the quantity of the product 5) Readiness to face global market competition. The creative industry will be able to have high competitiveness if it has one element that is a strength in the products it creates 6) Advances in technology and knowledge. Facilitating business actors in running their business according to the sub-sector they are working on, also has an impact on production results that will be more effective and efficient. 7) Contribution to the National Economy and Increasing PAD. The development of creative industries is unquestionably the DNA of the creative economy, both nationally and regionally.
8) The contribution of the creative industry to increasing turnover and creating jobs.

Conclusion
Based on the theory of policy innovation from Jean Eric Aubert in the governance of policy innovation for the development of creative industries in the city of Bandung, it can be concluded that the management of policy innovation has not been optimal. The lack of socialization has resulted in many business actors not being aware of the innovations provided by the government, reduced programs implemented year after year, minimal business actors registered with IPR, limited creative space available, difficulty transferring knowledge of the importance of branding and no access to capital so that rampant product piracy.
The importance of increasing collaboration and synergy with the creative community to carry out routine programs or activities together. In addition, promoting socialization of programs and activities as well as facilities provided by the Bandung City Culture and Tourism Office and BCH so that more and more business actors know the information and participate in the programs that have been created. Additional facilities for sub-sectors that are not yet available, additional facilities and infrastructure by utilizing other locations outside BCH for a program or activity, so that the capacity becomes broad and not limited to just one point. Promotion by utilizing advertisements on social media, one of which is with Instagram story advertising services. Organizing programs by presenting public figures in the implementation of activities to attract public attention. The government must also hasten access to financing for creative industry business actors with intellectual property schemes.