Analisis Strategi Bisnis Pada IKM (Industri Kecil Menengah) Kerajian Tradisional Allysia Tapis Lampung Di Kelurahan Yosodadi-Metro Timur Di Tengah Persaingan Bisnis

Abstract

The Traditional Crafts Industry, especially the Small and Medium Enterprises (SMEs) of
Allysa Tapis Lampung, faces challenges in business competition and the sustainability of
their business amidst dynamic changes in the business environment and diverse consumer
preferences. The main obstacles faced are increasingly fierce competition, limited access to
wide markets, ineffective marketing strategies, and constraints in product innovation. This
study aims to analyze the business strategy in SMEs of Traditional Crafts Allysa Tapis
Lampung in Yosodadi-Metro Timur Village in facing increasingly fierce business
competition. The research was conducted using a qualitative approach with a descriptive
method. Data collection methods include interviews, observations, and documentation.
Primary data were obtained directly from informants through interviews with the owners of
Allysa Tapis Lampung SMEs in Yosodadi Metro Timur. Meanwhile, secondary data were
obtained from various references related to the research. The results of the analysis indicate that Allysa Tapis Lampung SMEs face various challenges in maintaining their
competitiveness in the market. Therefore, several business strategies are proposed, including
product diversification, quality improvement, market expansion, and branding reinforcement.
Additionally, collaborative efforts with local governments and other relevant parties are also
considered important to support the growth of these SMEs. In conclusion, it is found that
Allysa Tapis Lampung SMEs can enhance their competitiveness by utilizing digital marketing
strategies, adapting to changes in consumer trends, and conducting comprehensive analyses
of changes in monthly income and influencing factors