The Value Chain: Marketing Performance Business  Indonesian Cluster Embroidery


Dina Lusianti; Mamik Indaryani ; Kertati Sumekar ; Sri Mulyani

DOI 10.5110/77. 11181               Page:   216-226           Vol: 19    Issue: 02   Year: 2024

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This article discusses improving business performance in embroidery and convection clusters using a value chain approach. Micro, Small and Medium Enterprises (MSMEs) have shown various advantages, especially their ability to survive the various crises that occur. Embroidery and Convection Cluster is one cluster that is developing and involving workforce, with appropriate technology and mostly done by women. Embroidery and convection have an upstream and downstream connection. The problems faced are still low marketing performance that causes business continuity cannot be guaranteed and ends in bankruptcy. Using the value chain as an approach, to map problems both from the input, production processes, products, and marketing. Research on embroidery and convection clusters joined in the Terate Jaya cooperative, Karangmalang Village, Central Java, Kudus, Indonesia. As a result, each chain identified problems, then strategies were developed to improve cluster performance appropriately and based on shared needs between embroidery and convection craftsmen.


cluster, marketing performance, value chain, MSME

Received: 14 January 2024

Accepted: 25 February 2024

Published: 28 February 2024