Allo, Sariwanti Rombe (2025) Analisis Manajemen Strategi Pengembangan Usaha Kerajinan Manik-Manik di Kelurahan Lion Tondok Iring. Scholar thesis, Institut Agama Kristen Negeri Toraja.
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Abstract
Penelitian ini menganalisis strategi manajemen pengembangan usaha kerajinan manik-manik di Kelurahan Lion Tondok Iring, Kabupaten Tana Toraja. Latar belakang penelitian ini adalah pentingnya strategi yang tepat untuk mempertahankan keberlanjutan usaha tradisional di tengah perkembangan pasar dan persaingan yang semakin ketat. Penelitian ini menggunakan pendekatan kualitatif deskriptif melalui observasi, wawancara mendalam, dan dokumentasi. Hasil penelitian mengidentifikasi kekuatan usaha meliputi lokasi strategis, modal pribadi, akses bahan baku mudah, dan sistem pemesanan khusus. Namun, usaha menghadapi kendala keterbatasan waktu kerja pengrajin yang mayoritas pelajar dan kurangnya dukungan kelembagaan. Peluang pengembangan didukung tingginya permintaan pasar dari wisatawan dan kemajuan teknologi pemasaran digital, namun persaingan ketat dan ketergantungan tenaga kerja pelajar menjadi tantangan utama. Strategi pengembangan direkomendasikan melalui diversifikasi layanan, pemasaran dari mulut ke mulut dan online, sistem bagi hasil, serta evaluasi rutin untuk peningkatan kualitas produk dan layanan. Penelitian ini memberikan masukan praktis bagi pelaku usaha dan referensi penelitian serupa di masa depan. Kata kunci: Manajemen strategi, kerajinan manik-manik dan pengembangan usaha. ABSTRACT This research analyzes management strategies for developing bead craft business in Lion Tondok Iring Village, Tana Toraja Regency. The background of this study is the importance of appropriate strategies to maintain the sustainability of traditional businesses amid market development and increasingly fierce competition. This research uses a descriptive qualitative approach through observation, in-depth interviews, and documentation. The research results identify business strengths including strategic location, private capital, easy access to raw materials, and special ordering systems. However, the business faces constraints of limited working time for craftsmen who are mostly students and lack of institutional support. Development opportunities are supported by high market demand from tourists and advances in digital marketing technology, but fierce competition and dependence on student labor are major challenges. Development strategies are recommended through service diversification, word-of-mouth and online marketing, profit-sharing systems, and routine evaluation to improve product and service quality. This research provides practical input for business practitioners and reference for similar research in the future. Keywords : Strategic Management, Bead Crafts and Business Development.
| Item Type: | Thesis (Scholar) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Depositing User: | am andarias manting |
| Date Deposited: | 22 Jul 2025 09:58 |
| Last Modified: | 22 Jul 2025 09:58 |
| URI: | http://digilib-iakntoraja.ac.id/id/eprint/4601 |
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