UMKM Development Communication Strategy in Developing Creative Industry Prospects in Malang City (Study on the Preman Super UMKM)

Abstract

The role of UMKM was very important in economic growth in a region, so UMKM has a considerable contribution and also crucial for the macro economy. In that, UMKM can be used as a forum for creative industry peoples. Has a strategic role in supporting the economic improvement of the public then in this research, UMKM Preman Super Kota Malang used as an object of research. Preman Super is one of the UMKM in Malang city. The majority community consists of housewives  who are under the auspices of the Dinas Koperasi dan Usaha Mikro Malang City. This research was conducted to find out how the UMKM development communication strategy in developing the prospects for the creative industries in the Malang city. The research method in this research uses descriptive qualitative. Collecting data method in this research using data sources from observations and interviews and supported by literature studies. The result oh this research that UMKM Preman Super has taken several development strategy steps to improve the welfare of the people of Malang City wich is with a human resource improvement program, election and Product quality improvement, capital, and also marketing. This development program routinely carried out with the aim that members and also the community in Malang City can continue to learn to develop its business in the creative industry.