ANALISIS STRATEGI INDUSTRI KREATIF DALAM MENINGKATKAN DAYA SAING PELAKU DISTRO CLOTHING DI KOTA PONTIANAK

Manuel Agnesia Anggi Monica, Khosmas Khosmas, Okianna Okianna

Abstract


Abstract The creative industry in Indonesia is one of the sectors that has an important role in driving economic growth. Like in Pontianak City, one of the creative industries that is developing is the Tariu Clothing Distro. This study aims to analyze the internal and external factors that influence the development of Tariu Clothing and to formulate the right strategy for the Tariu Clothing Distro business in Pontianak City. The method used is a qualitative research method with the type of case study research. Data collection was carried out by interview and observation, while the research data analysis used SWOT analysis. The results show that there is innovation and unique creativity from the craftsmen of Tariu Clothing Distro still survive and try to compete with competitors both inside and outside the region. In addition, there are obstacles faced by the Tariu Clothing Distro, namely the lack of government attention, lack of knowledge of production management, and the lack of appreciation of local products by the community. Based on the results of the SWOT analysis, the strategy that can be applied in the Tariu Clothing Distro is an aggressive strategy. Keywords: Creative Industry, Tariu Clothing, Strategy, SWOT

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e-ISSN : 2715-2723