STRATEGI PENGEMBANGAN USAHA KAIN TENUN LURIK DI KABUPATEN KLATEN BERDASARKAN HASIL ANALISIS SWOT

Abstract

Lurik woven cloth craftsmen in Klaten Regency face various challenges, such as: a more varied motive for local/imported fabrics, the existence of lurik woven fabric centers with machine looms (ATMs), and the quality of ATM products which is better than ATBM products. In addition, the average age of craftsmen in their 50-60s is not easy to innovate in developing motifs according to consumer tastes. While the next generation on average are less interested in continuing this business, due to the low income as craftsmen of lurik woven fabrics. The research was conducted through a qualitative descriptive approach, with data collection techniques through: interviews, observation, and document analysis. The researcher uses Fahmi's seven aspects of business development to see the strategies that have been carried out by the craftsmen. The researcher recommends the following strategies for developing a lurik woven fabric business in Klaten Regency: (1) Manage working capital and owned assets wisely; (2) Using social media in marketing their products; (3) Managing HR by training and measuring work productivity; (4) Implementing quality control in the production process; (5) Implement administrative activities to support business management; (6) Using supporting technology in the production process; and (7) Seriously prioritizing customer satisfaction.

Keyword: Development Strategy; Business Development; Traditional Lurik.