MANAGEMENT STRATEGY OF CREATIVE SOUVENIR MICRO ENTERPRISE FOR THE EMPROWERMENT OF CRAFTSMEN PEASANT
Abstract: This research aimed
to find a model of the development of management strategy of micro enterprise
with souvenir creative product to empower the craftsmen peasant. The research
location determined by purposive area technique in Subdistrict of Baturaden, Banyumas
Regency and Subdistrict of Purbalingga Wetan, Purbalingga Regency, Central Java
Province. The research method is a descriptive case study with qualitative and
quantitative approach. The research result revealed that respondents
implementing management strategies are simple, spontaneous and conventional so
its difficult to improve productivity. The respondents rarely get the proper
value of profit. The model of the development of management strategies are
needed to improve the ability of respondents to manage micro enterprises
properly. In the model attached elements to improvisation of behavior based on
local resources. The dominant elements in the model are promotion and marketing
techniques. The development of management strategies need a plan with phases:
identification of problems and needs, strategy formulation, implementation,
analysis, monitoring and control. The model is participatory so its potential
to support the empowerment of craftsmen peasant.
Author: Dumasari, Tri Septin
Muji Rahayu
Journal Code: jpsosiologigg160014
