STRATEGY INCREASE THE PRODUCTIVITY OF SMALL AND MEDIUM MICRO ENTERPRISES IN KAMALI BEACH KOTA BAUBAU

Micro, small and medium-sized enterprises (MSMEs) in Kamali Beach, Baubau City, have several limitations, including the low work productivity of MSME actors, namely the low quality of MSME human resources, especially in the areas of management, organization, mastery of technology, and marketing and have limited access to cooperation. The purpose of this research is to find out and analyze the strategy for increasing the work productivity of Micro, Small and Medium Enterprises (MSMEs) at Kamali Beach in Baubau City in order to formulate solutions for its development. The method used is a qualitative and quantitative analysis method because this research was carried out in two stages, namely SWOT analysis is used to determine the strategy and AHP (Analitycal Hierarchy Process) will function as a tool to determine which strategy should be prioritized. Based on the findings of the analysis that quality human resources are one of the strengths of MSMEs in Kamali Beach, Baubau City, according to the AHP decision-making technique. Because the product manufacturing process is still traditional, using simple technology and human labor, the approach that can be taken is to develop human resource expertise through the use of technology coupled with the use of more contemporary equipment in the product manufacturing process, as well as by expanding product distribution. networks built through government-run training programs.