Open AccessSTRATEGI PENGEMBANGAN INDUSTRI KREATIF SEKTOR KERAJINAN PERHIASAN MUTIARA DI KOTA MATARAM
Author(s) -
H Muhammad Ilhamuddin,
Rusminah Rusminah,
Hj Hilmiati,
Muhammad Ahyar
Publication year - 2018
Publication title -
jurnal magister manajemen universitas mataram
Language(s) - English
Resource type - Journals
eISSN - 2621-7902
pISSN - 2548-3919
DOI - 10.29303/jmm.v7i1.263
Subject(s) - swot analysis , craft , position (finance) , business administration , operations management , business , management , marketing , engineering , geography , economics , archaeology , finance
This study is aimed to find out an alternative strategies of creative industry development of pearl jewelry craft sector in Mataram city. The research uses descriptive research design. The data collected by interview and observation methods which is analyzed by using Internal Factor Analysis (IFE), External Factor Analysis (EFE), and SWOT analysis. The results shows that the internal environment of the industry has a strong position where the strength has a total value of 2.46 compared to the weakness of 0.64. The industry’s position of the outside environment also has strong position where the industry ‘s opportunity has a total value of 1.80 versus threat 1.04. Based on the value of IFE and EFE can be obtained coordinate point in the axis system is 0.91,0.38. The strategy choice is a growth strategy.Keyword: development Strategy, SWOT, creative industry of pearl jewelry