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Abstrak Kecamatan Pulo Ampel memiliki potensi produk Usaha Mikro Kecil Menengah (UMKM) yang berbasis ekonomi kreatif yang perlu untuk di kembangkan, mulai dari hasil laut, perikanan, pertanian, kerajinan tangan, peternakan, makanan. Tujuan penelitian ini adalah untuk mengkaji dan menganalisa strategi pengembangan Usaha Mikro Kecil dan Menengah (UMKM) berbasis ekonomi kreatif di Kecamatan Pulo Ampel Kabupaten Serang Banten. Metode yang digunakan adalah metode kualitatif melalui proses observasi, wawancara dan dokumentasi, dengan analisis Matrik SWOT untuk mengetahui kekuatan, kelemahan, peluang dan ancaman dalam rangka pengembangan UMKM berbasis ekonomi kreatif di Kecamatan Pulo Ampel Serang Banten. Informan yang dijadikan sumber data terdiri dari: Camat Pulo Ampel, Kepala Desa yang ada di Kecamatan Pulo Ampel, Pihak akademisi, pelaku UMKM, Pegawai Dinas UMKM Serang, pengamat UMKM, penelitian dilakukan selama kurun waktu satu tahun. Sedangkan strategi yang tepat dilakukan dalam pengembangan Usaha Mikro Kecil Menengah (UMKM) yang ada di Kecamatan Puloampel Kabupaten Serang adalah strategi adalah Strategi SO (Growth).Strategi SO merupakan strategi yang memanfaatkan kekuatan yang ada untuk meningkatkan keunggulan kompetitifnya.Hasil dari penelitian ini menunjukan para pelaku UMKM yang berbasis ekonomi kreatif belum mampu memberikan predikat khusus bagi Kecamatan Pulo Ampel, karena mereka memiliki kemampuan yang terbatas serta mengalami permasalahan dalam pengembangan usahanya.Beberapa permasalahan yang dihadapi UMKM kreatif Kecamatan Pulo Ampel antara lain permasalahan permodalan yang terbatas, bahan baku dan penggunaan peralatan produksi yang sederhana, media pemasaran terbatas karena belum adanya sentra UMKM, biaya transaksi yang cukup banyak, tenaga kerja yang kurang terampil, dan masalah pendaftaran hak cipta mereka. Kata Kunci : Pengembangan, UMKM, Ekonomi Kreatif . Abstract Pulo Ampel District has the potential for products of Micro, Small and Medium Enterprises (MSMEs) based on creative economy that need to be developed, ranging from marine products, fisheries, agriculture, handicrafts, animal husbandry, food. The purpose of this research are to study and to analyze development strategies. Micro, Small and Medium Enterprises (MSMEs) based on creative economy in Pulo Ampel District, Serang Regency, Banten. The study used a qualitative method through a process of observation, interviews and documentation, with a SWOT matrix analysis to determine the strengths, weaknesses, opportunities and threats in the development of creative economy-based MSMEs in Pulo Ampel District Serang Banten. Informants who were used as data sources consisted of: Head of Pulo Ampel Sub-district, Village Heads in Pulo Ampel District, academics, MSME actors, Serang MSMEs Service Employees, MSMEs observers. This study was carried out over a period of one year. Meanwhile, While the right strategy for developing Micro, Small and Medium Enterprises (MSMEs) in Puloampel District, Serang Regency is the SO (Growth) Strategy. The SO Strategy is a strategy that utilizes existing strengths to increase its competitive advantage. MSME actors based on the creative economy have not been able to give a special predicate to Pulo Ampel District, because they have limited capabilities and experience problems in developing their business. Some of the problems faced by creative MSMEs in Pulo Ampel District include limited capital, raw materials and use of equipment simple production, limited marketing media due to the absence of MSME centers, high transaction costs, unskilled labor, and problems registering their copyright . Keywords: Development, MSMEs, creative economy .
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