DEVELOPMENT OF RAJAPOLAH WOVEN CRAFT INDUSTRY TOWARDS THE GLOBAL MARKET IN TASIKMALAYA REGENCY

Authors

  • Hilda Anugrah Putri Universitas Sebelas Maret

Keywords:

MSMEs, Woven Crafts, Development Strategy, Analytical Hierarchy Process (AHP), Global Marketing

Abstract

Micro, Small and Medium Enterprises (MSMEs) have an important role and contribute to the improvement of the economy and industry in a country, one of which is the highest in West Java Province. Rajapolah is a producer of the best handicrafts, especially from woven mendong, pandanus, water hyacinth, and so on, that have the potential for foreign markets such as Europe and Japan. The purpose of this study is to analyze the problems faced and strategies that can be carried out to develop the woven handicraft industry in Tasikmalaya Regency. The analysis method used is AHP (Analytical Hierarchy Process), which is used to compile important factors that must be a priority in the development of this craft business. Primary data was obtained from key persons for policy formulation in the Process Hierarchy Analysis (AHP) obtained from government elements of the Chairman of the West Java PUSKUD (Promotion Center, Service Unit, and Handicraft Marketing), weaving craftsmen, as well as exporters, and owners of the weaving craft industry. The first priority result was obtained in the marketing criteria with a weight of 0.372; the second criterion of human resources with a weight of 0.347; then production with a weight of 0.205; and technology criteria with a weight of 0.0746. Overall, the results of this study provide a basis for policy makers, craftsmen, and business actors to determine priorities in the development of the woven handicraft industry. With a focus on marketing, improving the quality of human resources, as well as production efficiency, this industry has great potential to develop and expand its market at the international level.

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Published

2025-04-15

How to Cite

Putri, H. A. (2025). DEVELOPMENT OF RAJAPOLAH WOVEN CRAFT INDUSTRY TOWARDS THE GLOBAL MARKET IN TASIKMALAYA REGENCY. Jurnal Manajemen & Bisnis (JUMANIS), 1(1), 10–23. Retrieved from https://ojs.politeknikpgribanten.ac.id/index.php/JUMANIS/article/view/75