Strategi Pengembangan Industri Kreatif Kerajinan Rajapolah Melalui Pendekatan Resource Based View (RBV)

UMKM Rajapolah is one of the areas in Tasikmalaya which produces handicrafts from mendong, pandanus and water hyacinth plants. Products this handicraft have long been demand by various groups local tourists succeeded penetrating international market. The number business actors engaged industry currently 939 MSMEs. This study aims to identify resources capabilities through value chain activities creating sustainable competitive advantage industry. research method used qualitative. Data collection was carried out means semi-structured interviews were freer finding problems distributing questionnaires. sampling snowball technique producing 5 respondents. results state that external analysis Porter's Five Forces shows attractiveness craft less attractive. level sales has not returned normal since pandemic emerged, supported fact 63% MSMEs difficulty running company operations. Based on internal 9 13 increasing customer value.