Strategy for Development of Creative Weaving Industry During the Covid 19 Pandemic

Abstract

This study aims to find out how the strategy for developing the weaving industry in Pekanbaru City during the Covid-19 period and to find out an alternative that is quite effective in maintaining business during a weakening economy, so that entrepreneurs, especially in the weaving sector, can determine what kind of strategy will be used. The approach method used in this study uses a quantitative descriptive approach. The types of data used in this study are primary and secondary data, where the primary data is obtained directly from the respondents through interviews, questionnaires, and documentation. At the same time, secondary data was obtained through government agencies such as the Department of Trade and Industry of Pekanbaru City. The analytical method used in this research is industrial development strategy using SWOT analysis. Based on the SWOT, IFAS, and EFAS diagrams, the results of the study on the internal-external matrix of the method used by the wan Fitri weaving business are in cell V which means "keep and maintain," namely by implementing a market presentation strategy on a service product that is in the current market by undertaking greater marketing efforts. Product development is a strategy to increase sales by improving or modifying products