MICRO, SMALL AND MEDIUM ENTERPRISE DEVELOPMENT STRATEGY (MSME) BASED ON CREATIVE ECONOMY IN PANGGUNGHARJO VILLAGE, YOGYAKARTA

Abstract

This study aims to analyze the development strategy of micro, small and medium enterprises based on creative economy in Panggungharjo Village, Bantul Regency, Special Region of Yogyakarta, and provide alternative strategies that are carried out, faced with the Covid 19 Pandemic. As a tourist village, Panggungharjo Village has great potential to developing, including MSME companies based on the creative economy, namely creative businesses: Dibyo Lurik, Kajeng Handicraft, and Embroidery (Convection). Every MSME has different problems especially when faced with the Covid 19 Pandemic situation. This study uses a qualitative approach with the data sources used are primary and secondary data sources. Data collection techniques by conducting observations, in-depth interviews (in-depth interviews), and documentation. The data analysis technique uses SWOT analysis to determine the main strategy to be carried out by MSME actors in Panggungharjo Village. The results of the research obtained from the results of the SWOT analysis, namely the Dibyo Lurik, Embroidery (Convection) business, are in the first quadrant position with a very profitable situation for the company. Kajeng Handicraft's business is in quadrant II, where a company may face various threats, so it needs to use its strengths in order to take advantage of opportunities.