Nursintia, Triska (2024) Strategi Pengembangan Usaha Mikro Kecil Dan Menengah (umkm) Berbasis Ekonomi Kreatif Di Kota Dumai. Other thesis, Universitas Islam Riau.

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Abstract

STRATEGY FOR DEVELOPING MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) BASED ON THE CREATIVE ECONOMY IN DUMAI CITY TRISKA NURSINTIA 203410673 ABSTRAK Micro, small, and medium enterprises (MSMEs) are a crucial sector that supports the national economy, especially in times of economic crises. Dumai City, as one of the trade hubs in Riau Province, holds significant potential for developing creative economy-based MSMEs focused on innovation and value addition. This study aims to formulate strategies for the development of creative economy-based MSMEs in Dumai City. The research uses qualitative and quantitative descriptive methods, with data collection techniques including field observations and questionnaires distributed to 96 MSME actors in Dumai City.The objectives of this study are: (a) to identify the characteristics of creative economy- based MSMEs in Dumai City and (b) to formulate development strategies for creative economy-based MSMEs using the IFAS-EFAS analysis technique. The findings show that creative economy-based MSMEs in Dumai City are dominated by the trade sector (43%) and food/beverage processing (28%), reflecting the high market demand for stable products and services. Most respondents are in the productive age group (31–50 years), hold a high school/vocational education degree (49%), earn a monthly income of IDR 1 million–10 million (65%), and have been in business for more than 16 years (33%). Most MSMEs are micro-enterprises (72 units), growing with minimal initial capital and focusing on local potential. The primary strategies derived from the IFAS- EFAS analysis include strengthening business legality to facilitate resource access, enhancing human resource skills through training, and leveraging creativity and product diversity to expand markets via e-commerce. Keywords: Micro, small, and medium enterprises (MSMEs), Creative Economy, Strategy

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