ANALISIS STRATEGI PENGEMBANGAN USAHA GERABAH UNTUK MENINGKATKAN OMSET PENJUALAN PADA PENGRAJIN GERABAH DESA RENDENG KECAMATAN MALO

ATHO’ILLAH, MUHAMMAD (2023) ANALISIS STRATEGI PENGEMBANGAN USAHA GERABAH UNTUK MENINGKATKAN OMSET PENJUALAN PADA PENGRAJIN GERABAH DESA RENDENG KECAMATAN MALO. Other thesis, IKIP PGRI BOJONEGORO.

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Abstract

Muhammad Atho'illah. 2023.Analysis of Pottery Development Strategy to Increase Pottery Sales Turnover in Pottery Craftsmen of Rendeng Village, Malo District. Thesis, Economic Education Study Program, Faculty of Social Sciences Education, IKIP PGRI Bojonegoro, Supervisor (I) Ali Mujahidin S.Pd., M.M (II) Dwi Erna Novianti, S.Si., M.Pd Keywords: Strategy, Development, Pottery This research was motivated by the unemployment rate in Indonesia which is still very high due to the large number of labor force and narrow employment. One of the efforts to overcome the problem of unemployment is to optimize natural resources to be processed by the community. National economic development is one of the factors that can be done to reduce poverty, one of which is in the industrial sector.such as research conducted by Umar Syarifudin, et al and Research conducted by Tri Wahyudi, et al that the SWOT Strategy (Strenghts Weaknesses Opportunities Threats) is able to develop a business to further develop and progress. One of the handicraft businesses in Bojonegoro Regency is the tofu making industry business located in Malo District, precisely Jl. Soekandar, Village. Rendeng is a pottery making craft industry known as pottery craftsmen who rely on clay as a product of their business. This study aims to determine and analyze the development strategy of the Pottery Craftsman Business of Rendeng Village, Malo District in increasing sales turnover. This study used a descriptive qualitative approach. The source of this research data is the informant of the pottery craftsman business owner, Mr. Ismail. Data collection is taken through interviews, observation and documentation. Based on this, researchers use SWOT (Strenghts Weaknesses Opportunities Threats) analysis techniques to analyze the data. Using SWOT analysis (Strenghts Weaknesses Opportunities Threats) with IFAS (Internal Strategic Factor Analysis Summary) and EFAS (External Strategic Factor Analysis Summary) matrices can be identified important factors both from the external environment and the internal environment that are strengths, weaknesses, opportunities and threats from the Rendeng Village Pottery Craftsman Business. The result of this study is an analysis of the strategy obtained, namely a growth strategy or growh oriented strategy, this strategy indicates a strong company and is able to continue to grow by taking the opportunity or opportunity that exists to achieve maximum turnover. This strategy was chosen because the calculation results are in quadrant 1 (one) where the total weighted strength-weakness score is 3.44 while the total weighted score of opportunities-threats is marketed optimally by implementing marketing mix policies such as product policies, price policies, place policies and promotion policies as well as maintaining and improving service quality that supports aggressive growth of Pottery Craftsman Business products.

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