STRATEGI PENGEMBANGAN INDUSTRI KERAJINAN TENUN DI KOTA PEKANBARU (Studi Kasus Rumah Tanjak Melayu)

Abstract

Songket and tanjak in Pekanbaru city is quite a development. Each company has its own strategy in controlling the market so that the occurrence of competition is very tight, therefore Rumah Tanjak Melayu which has the investment value and the least production value needs a development strategy in order to compete with other companies to attract customers and get satisfaction from customers, therefore the company must be able to make the right development strategy. This study aims to analyze internal factors, external factors and strategies for the development of malay home handicraft industry in Pekanbaru City. The data used is primary data from Rumah Tanjak Melayu industry through questionnaires and live interviews and secondary data sourced from Pekanbaru City Disperindag, Pekanbaru City BPS and Pekanbaru City Regional Revenue Agency. The methods used in this research are qualitative descriptive analysis and SWOT analysis. Instruments used to analyze the development strategy of Rumah Tanjak Melayu handicraft industry using IFAS matrix, EFAS matrix, SWOT diagram and SWOT matrix analysis. The results of this study showed that rumah Tanjak Melayu weaving handicraft industry is in quadrant 1 supporting aggressive policies with SO (StrenghtsOpportunities) strategy.

Keywords : Weaving Craft Industry, SWOT Analysis, IFAS Matrix, EFAS Matrix, SO Strategy.