STRATEGI PENGEMBANGAN USAHA MIKRO, KECIL, DAN MENENGAH BERBASIS EKONOMI KREATIF BIDANG KULINER DI KOTA BANDAR LAMPUNG

Abstract

This thesis discusses the MSME Development
Strategy based on the creative economy in the culinary
sector in Palopo City. The purpose of the research is to find
out how the challenges and obstacles faced by creative
economy MSME actors in the culinary sector to develop
their businesses so that by using SWOT analysis can be
known strategies that can be done for the development of
Creative Economy-based MSMEs, especially in the
culinary sector in Palopo City. The research design used in
this study is a qualitative research method with SWOT
analysis and using pruposive sampling, which is a
sampling technique by first determining where the data
source comes from. Direct data collection techniques by
conducting observations, interviews, questionnaires, and
documentation. The results of the research obtained are
that there are obstacles and challenges faced by business
actors so that it is still difficult to be able to develop a
business
By using the SWOT analysis method, strategies can be
obtained that can be used in the development of Creative
Economy-based MSMEs in Palopo City, especially in the
culinary field, namely improving product quality and
accompanied by unique and attractive packaging so that it
provides its own value, collaborating with several culinary
business actors in product promotion that can attract public
interest, increasing promotional activities by utilizing
social media so that it can be known more widely, and add
new flavor variants so that there are many choices that
make consumers not easily bored. In addition, the need for
support and attention from the government is needed in the
process of developing Creative Economy MSMEs in the
culinary sector currently in the city of Bandar Lampung