Strategi Menumbuh Kembangkan Ekonomi Kreatif UMKM: Studi Kualitatif Pelaku UMKM Es Teh
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Abstract
This study aims to understand the decision-making process of MSME (Micro, Small, and Medium Enterprises) actors in developing the creative economy. The approach used in this research is descriptive qualitative. Data collection was carried out through direct field observation, interviews, and literature studies. The findings reveal that MSME actors are optimistic and confident that they can recover and increase their business income. However, they also need to improve their skills, especially in mastering digital marketing. One strategy applied is trying online marketing techniques so that the products sold can become more widely recognized by the public. In addition, MSME actors also provide entrepreneurship training to their employees, such as those conducted at the Es Teh Upet business, to enhance their skills and strengthen the marketing strategies implemented.
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References
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