MANAJEMEN STRATEGI USAHA MIKRO GERABAH OLEH DINAS KOPERASI PERINDUSTRIAN DAN PERDAGANGAN DI DESA BUMI JAYA KECAMATAN CIRUAS KABUPATEN SERANG

Abstract

This study discusses the management of pottery micro business strategies by the Department of Industry and Trade Cooperatives in Bumi Jaya Village, Ciruas District, Serang Regency. The purpose of this study was to determine the strategic management efforts of the pottery micro business by the Department of Industry and Trade Cooperatives in Bumi Jaya Village, Ciruas District, Serang Regency. which is in Bumi Jaya Village, Ciruas District. The results showed that the efforts to empower the pottery micro business by the Department of Cooperatives, Industry and Trade in Serang Regency were still not optimal. This refers to the empowerment efforts carried out by the Department of Cooperatives, Industry and Trade of Serang Regency which are still general in nature and are more oriented to the routine work of government. This condition ultimately hampered the strategic management process for pottery craftsmen in Bumi Jaya Village. The researcher recommends that the Department of Cooperative Industry and Trade of Serang Regency to carry out intensive socialization regarding the use of glaze and coloring techniques and the use of information and communication technology in marketing pottery products, synergizing with craftsmen to strengthen business independence and for pottery craftsmen should start self-actualization in order to improve the ability to see and take advantage of opportunities to make the sale of pottery products more accessible to the market