Strategi Pengembangan Usaha Fashion Lokal Berbasis Ekonomi Kreatif di Kota Medan

Abstract

This research aims to know the general overview of the local fashion business based on the creative economy in Medan, the obstacles faced by local fashion-based creative businesses in Medan City, as well as the solutions and strategies for development of local fashion based creative economy in Medan. The research uses 15 samples of the local fashion business based on creative economy in Medan City. The type of fashion business that became the object of research was the fashion business "Street Wear. The research uses a qualitative data analysis model Miles and Huberman which starts from data collection, data reduction, data display, and conclusion/verification. Then to determine the conclusion based on data that has been through the previous stages then used the Guttman scale Cross Sectional model to see and assess the suitability statement presented researchers with the conditions experienced by the business actors. The results showed that the local fashion business based on the creative economy in Medan is a type of micro enterprise. The problem faced by local fashion business based on the creative economy in Medan, among others, the price of raw materials, product quality, salespeople, capacity/stock products, competitor products, conditions of sale and income, competitiveness, accidents, unexpected events. Business development strategy that can be done by local fashion business actors based on the creative economy in the city of Medan is backward integration, market penetration, market development, product development, concentric diversification, diversification Horizontal.

Penelitian ini bertujuan untuk mengetahui gambaran umum usaha fashion lokal berbasis ekonomi kreatif di Kota Medan, kendala yang dihadapi oleh para pelaku usaha fashion lokal berbasis ekonomi kreatif di Kota Medan, serta solusi dan strategi pengembangan usaha fashion lokal berbasis ekonomi kreatif di Kota Medan. Penelitian ini menggunakan 15 sampel usaha fashion lokal berbasis ekonomi kreatif di Kota Medan. Jenis usaha fashion yang menjadi objek penelitian adalah usaha fashion “Street Wear. Penelitian ini menggunakan model analisis data kualitatif Miles dan Huberman yang dimulai dari pengumpulan data, reduksi data, display data, dan penentuan kesimpulan/verifikasi. Kemudian untuk menentukan kesimpulan berdasarkan data yang telah melalui tahap-tahap sebelumnya maka digunakan Skala Guttman model Cross Sectional untuk melihat dan menilai kesesuaian pernyataan yang disajikan peneliti dengan kondisi yang dialami oleh pelaku usaha. Hasil penelitian ini menunjukkan bahwa usaha fashion lokal berbasis ekonomi kreatif di Kota Medan tergolong jenis usaha mikro. Permasalahan yang dihadapi usaha fashion lokal berbasis ekonomi kreatif di Kota Medan antara lain Harga bahan baku, kualitas produk, tenaga penjual, kapasitas/stok produk, produk pesaing, kondisi penjualan dan pendapatan, daya saing, kecelakaan, peristiwa tidak terduga. Strategi pengembangan usaha yang dapat dilakukan oleh pelaku usaha fashion lokal berbasis ekonomi kreatif di Kota Medan adalah Integrasi ke Belakang, Penetrasi Pasar, Pengembangan Pasar, Pengembangan Produk, Diversifikasi Konsentrik, Diversifikasi Horizontal.