Keberlangsungan Industri Batu Bata Di Kecamatan Mojolaban Kabupaten Sukoharjo

Mojolaban District is one of the sub-districts in Sukoharjo Regency where there are many industries, one of which is the brick industry. The brick industry requires a strategy in order to maintain its sustainability. The method used in this study is the census method. The population is all brick industry entrepreneurs, amounting to 89 entrepreneurs. Data obtained from this study using the interview method. The analysis used frequency table analysis. This research shows that: (1) the brick industry entrepreneurs are mostly male (93.3%) with an average age that can be said as productive and also experienced, the average length of business is more than 20 years, average capital average is Rp. 5,600,000. Material imported from outside the sub-district and even outside the district. The workforce comes from family members themselves and marketing to outside the province. The glorious period of selling bricks occurs when the dry season, while the lonely period has occurred in 2016 and 2017 it is due to erratic weather almost every day even cloudy rain. (2) The strategy for the brick industry to survive is to use the 4P strategy (Product, Price, Place and Promotion) covering the first, namely the product strategy with bricks that have good quality (sturdy, not easily broken and large in size). Price strategy is to provide discounts to buyers with large purchases. The distribution strategy is by depositing it into a building store with marketing outside the province. Promotion strategy is to offer directly to buyers, building shops or projects