STRATEGY FOR CREATIVE ECONOMIC DEVELOPMENT OF MICRO, SMALL AND MEDIUM ENTERPRISES (MSMES) IN PEMALANG DISTRICT

Abstract

Abstract. The aim of the Creative Economy Development Strategy for Micro, Small and Medium Enterprises (MSMEs) in Pemalang District is to identify the potential of 15 sub-sectors of the creative industry and various factors that are components in the development of the creative economy and determine the strategy for developing creative industries in Pemalang District. Therefore collaboration between various actors who play a role in the creative economy, namely intellectuals, business, community and government becomes absolute and is a basic prerequisite. In addition, the collaboration will play a role in realizing the driving factors that can drive the creative economy to reach the target of 15 sub-sectors of the creative industry, namely Advertising, Publishing and Printing, TV and Radio, Film, Video and Photography, Music, Performing Arts, Architecture, Design, Fashion, Crafts, Art Goods Market, Interactive Games, Computer Services and Software, Research and Development and culinary. The number of creative industry actors in Pemalang district is 6,764 businesses, so the minimum sample size is 98.54 households. By considering reducing tolerance for sampling errors, the sample used in this study was 150 creative industry entrepreneurs. The potential of the creative industries in Pemalang district is quite large, with more than 6,479 businesses or MSMEs engaged in this industry. Of the 15 sub-sectors of the creative industry, 12 of them have been identified and are developing quite well in Pemalang District. While the 3 sub-sectors including advertising, printing and publishing and the market for art goods are still not in demand by the public. The results of evaluation of internal factors show that the weakness factor possessed by creative business actors is greater than the strength factor, which is indicated by a score difference of 0.02. While the results of evaluating external factors show that the opportunities possessed by creative entrepreneurs in Pemalang District are greater compared to the challenges faced by those indicated by a score difference of 0.36. The appropriate strategy for the development of creative industries in Pemalang District is through product development that promotes creativity and innovation and creates efficiency and effectiveness of production, distribution and commercialization in order to increase the competitive and comparative advantage of creative industries in Pemalang district.

Keywords: Creative Economy, Creative Industry Subsector, SWOT, Creative Industry Strategy