Formulating Creative Industry Competitiveness Enhancement Strategies in Banda Aceh, Indonesia Using an Analytical Hierarchy Process

Abstract

This study aims to formulate strategic steps fopr increasing the competitiveness of the creative industry, especially the craft subsector in Banda Aceh, Indonesia. The primary data in this study were obtained through interviews and questionnaires for stakeholders who have an interest in, and understand the development of, creative industries in Banda Aceh. Data analysis used a multi-criteria approach (MCA) with the Analytical Hierarchy Process (AHP) method and the Expert Choice application. The study results determined 3 (three) main strategies for increasing competitiveness, namely: chance, the role of government, and demand conditions, each having important sub-criteria including technological tools, policies, and product variations. In addition, there must be established an an optimistic alternative as a priority strategy for increasing the competitiveness of the creative industry in the craft subsector in Banda Aceh. The study’s contribution lies in offering actionable guidelines that creative industry stakeholders can implement in order to enhance the competitiveness of their sectors in both domestic and international markets.