STRATEGI PENGEMBANGAN INDUSTRI KERAJINAN GENTENG DI KABUPATEN KEBUMEN JAWA TENGAH
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This study aims to analyza the right strategy to be applied to the tile craft industry in Kebumen regency, Central Java. Subject in this research is entrepreneur oftile craft industry that exist in Kebumen regency especially in District of Sruweng, Pejagoan, Kebumen, Klirong. In this study the selected sample amounted to 50 respondents selected by using random sampling method. Analytical tool used is SWOT Analysis method, Matrix IE analysis, and QSPM analysis. Based on the SWOT analysis method that has been done, the result is that the craft industry of Kebumen Regency is in the quadrant 1 position which means the tile handicraft business maxiizes the strengths and opportunities owned so that it will improve the development of the second tile craft industry the result of IE matrix analysis occupies position 1 with the strategy to increase product quality, increasing the wider market share. QSPM analysis result is product development strategy.