STRATEGI PENGEMBANGAN EKONOMI KREATIF BERBASIS HOME INDUSTRI DALAM MENINGKATKAN PENDAPATAN USAHA

Abstract

This study aims to determine a strategy for developing a creative economy based on home industry to increase business income at UD. Adi Family. This was a descriptive research using a quantitative approach. The types of data used were quantitative data. The data sources were primary data. The informants in this study consisted of 1 key informant and 2 main informants. Data were collected through questionnaire. Data analysis techniques used was SWOT analysis, including the IFE matrix (Internal Factor Evaluation), the EFE matrix (External Factor Evaluation), the IE matrix (Internal-External), and the SWOT matrix, as well as QSPM analysis. The results of the study using SWOT analysis, showed an IFE value of 3.154 and an EFE value of 3.092, Consequently, UD. Adi Family is positioned in quadrant I of the IE matrix, namely in the growth and build position. This shows that the company needs a strategy to expand its business and strengthen its position in the market. Under these conditions, suitable development strategies for increasing the revenue of UD. Adi Family are market development, horizontal integration, and market penetration. Strategic priorities that can be implemented within the framework of developing a home-production-based creative economy to increase business revenue include expanding market share or sales volume in existing markets. Through implementing the right business strategies, UD. Adi Family is expected to increase its revenue and ensure sustainable development as well as business continuity.