BIRD CAGE CREATIVE ECONOMIC BRANDING IN FACING BUSINESS COMPETITION USING SWOT ANALYSIS (Study of Bird Cage Craftsmen in Argosari Village, Sedayu District, Bantul Regency, Yogyakarta) Hani Subagio,Hasa Nurrohim KP,Shinta Heru Satoto,Rendy Parada Arrazy Casillas
Universitas Pembangunan Nasional ^Veteran^ Yogyakarta
Abstract
This research examines the development of the bird cage industry in Argosari Village, Sedayu District, Bantul Regency, Yogyakarta, which is known as a center for making high quality bird cages. This industry, which is part of the creative economy, has the potential to improve the local economy through job creation and market expansion. However, craftsmen face challenges in marketing, capital and business knowledge. This research uses SWOT analysis to identify development and branding strategies to strengthen market position. The results are expected to increase product recognition and added value, support economic growth and the welfare of craftsmen. Data was collected through field observations, interviews and questionnaires, analyzed using data reduction techniques, data presentation and drawing conclusions.
