Pearl Craft Development Strategy As A Creative Industry In The City Of Mataram
DOI:
https://doi.org/10.32528/issh.v2i3.389Keywords:
Development Strategy, SWOT, Creative Industry,, PearlAbstract
The aim of this study is to identify alternative strategies for creative industry development in the beaded jewelry handicraft sector of Mataram city. The research employs a descriptive research design, utilizes interview and observational methods, and is analyzed through internal factor analysis (IFE), external factor analysis (EFE), and SWOT analysis. The results show that the internal environment of the industry is in a robust position, with strengths totaling 2.46 compared to weaknesses of 0.64. Likewise, the industry's position in the external environment is also strong, with opportunities totaling 1.80 versus risks of 1.04. Based on the IFE and EFE values, the coordinate point in the axis system is 0.91,0.38, which implies a growth strategy as the optimal choice.
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