STRATEGI KREATIF UMKM KERAJINAN TANGAN DI ERA DIGITAL PADA WILAYAH KABUPATEN JEMBER

Abstract

ABSTRACT

The formulation of the problem in this research is the identification of consumer behavior towards the product of UMKM Hand Crafting in Jember region and how the creative strategy of SMEs handicraft in digital era in Jember District. The number of samples used is 100 respondents. In this study using data analysis tools Importance-Performance Analysis, Cause-effect diagram (Fish Bone Diagram), SWOT Analysis. The result of identification of consumer behavior toward UMKM product is UMKM product not yet able to influence consumer behavior to buy. Evidenced by the average value of implementation is 2.67. The expected average score  is  4.03.  The  variables  considered  for  the  identification  of  consumer behavior on MSME products Hand Study in Jember region are Cultural Factor, Social Factor, Personal Factor, and Psychological Factor. The strategies used to improve people's satisfaction are: SO Strategy: 1) Improvement of product and service quality. 2) Research and development. WO Strategy: 1) Capital Exclusion 2)  Promotion  3)  Development  of  human  resource  quality.  4)  Increasing  the morale of human resources. Strategy ST: Optimizing service quality. WT Strategy: Community development. SO Strategy (Strenghts - Opportunities) is an alternative strategy that must be implemented by MSMEs, this is because the alternative SO strategy  can  improve  the  competitiveness  of  SMEs  quickly  and  tackle  the important problems faced by MSMEs. The use of alternative SO strategies means the optimal utilization of the strengths and opportunities of MSMEs. The strengths and opportunities of MSMEs should be utilized as well as possible because this is an asset owned by MSMEs.

Keywords: Identification of consumer behavior, SWOT Analysis