Studi Kasus Strategi Pengembangan Bisnis para Pengusaha Rotan pada Sentra Industri Rumah Tangga di Desa Trangsan Kecamatan Gatak Kabupaten Sukoharjo

This research aims to analyze the business development strategies of Rattan entrepreneurs at home industry centers in the Trangsan Village, Gatak District, Sukoharjo Regency. This type of research is a qualitative descriptive ethnographic approach. The subjects of this study were rattan entrepreneurs, with five speakers namely Mr. Pungky, Mr Suryanto, Mr Rofi’i, Mr Eko and Mr Sardjito. Data collection techniques used in this study were observation, interviews and documentation. Data analysis techniques in this study include data collection, data reduction, data display and conclusions drawing. The validity of the data in this study uses source triangulation. The results of this study indicate that the strategies applied by rattan entrepreneurs are divided into four things, namely production strategy, marketing strategy, human resource strategy, and financial strategy. In developing their business, rattan entrepreneurs face various obstacles. The production process applied is still using simple tools, and lack of labor. The marketing strategies applied by entrepreneurs are generally almost the same, namely by determining the marketing mix. Then in the strtaegi Human Resources namely the lack of Soft Skills 2 owned by the workforce, while in the financial strategy the entrepreneurs still use manual recording and there is one UKM that does not make financial reports