BUSINESS DEVELOPMENT MODEL IN THE MICRO, SMALL AND MEDIUM ENTERPRISES AT TOURISM VILLAGE

The Micro, Small and Medium Enterprises (MSMEs) have an important role in economic development. It is reasonable if the empowerment of MSMEs gets special attention by the government, including MSMEs in tourism villages. The tourist village of Loram Kulon MSME which is one of the objects of this research is growing and diverse in both number and type. The diversity of MSMEs has resulted in village governments having difficulties in implementing MSME development programs that are in harmony with the characteristics of tourism villages. This study aims to formulate a business development strategy model for MSMEs in resource-based and local wisdom-based tourism villages. Except in the village of Loram Kulon, research has been carried out with the object of the Jambearum tourism village in Kendal Regency. The study used 7-10 samples of MSMEs taken randomly. Respondents are owners / managers of MSMEs. Data was collected through interviews with the help of questionnaires. Processed using descriptive statistics and analyzed quantitatively and qualitatively. From these two studies can be formulated a model of village tourism MSME development. The results show that the development model based on the SWOT analysis is the right model for formulating the tourism village MSME development strategy. This is because the SWOT analysis considers the internal and external conditions of MSMEs and provides four alternative strategies namely SO, ST, WO, WT which can be selected according to the general objectives of MSMEs in the tourism village.


INTRODUCTION
The Loram Kulon Village, located in Jati Subdistrict, Kudus Regency, is a center for micro, small and medium enterprises (MSMEs). Various home industries are here including the Paper plate industry which has become a service partner for the Semarang State Polytechnic in the IbM program. Loram Kulon is a tourist village established by the Decree (SK) of the Regent of Kudus Number: 430/193/2017 concerning Determination of Loram Kulon Village, Jati District, as a Tourism Village of Kudus Regency, Central Java (Arbainah, et all, 2018:15). Tourism Village is the development of an area (village) by utilizing elements that exist in rural communities that function as attributes of tourism products, becoming a series of integrated and theme tourism activities (Putra, 2006). The concept of tourism villages is to utilize / empower the potential of the community and the natural potential of the village (region). Another understanding of tourist villages is a place that has certain characteristics and values that can be a special attraction for tourists with special interest in rural life. This shows that the main attraction of a tourist village is the unique life of the villagers who cannot be found in cities. (Nusastiawan, 2012

RESEARCH METHODS
The object of this research is MSMEs in the tourist village of Loram Kulon, Kudus Regency. Based on preliminary data it is known that in the village of Loram Kulon there are various types of MSMEs with more than 35 MSMEs. In this study random samples were taken of MSMEs. The data needed in this study are primary data and secondary data. Primary data was collected using the interview method with the help of a questionnaire with respondents (MSME managers / owners and village officials). This is used to gather information from MSMEs related to the problems being studied (internal and external conditions of the company). Secondary data in the form of documents from the village that contain a description of the area as a tourist village, the results of previous studies on tourism village MSMEs as well as from scientific journals obtained in hard copy or downloaded from the internet. All data is processed qualitatively to produce a formulation of tourism village MSME development models and presents alternative development strategies according to the research objectives.
The model referred to in this article is a series of steps or procedures that can be applied to the foothold of developing rural tourism MSMEs and alternative strategies that are expected to be able to produce results according to objectives. Tourism Village is the development of an area (village) by utilizing elements in the village community that function as tourist product attributes, becoming a series of integrated and theme tourism activities.

RESULT AND DISCUSSION
"MSMEs are usually hereditary businesses that are not based on the ability to manage a business, are not ready to face internal and external problems which are strengths, weaknesses, opportunities and threats. Symptoms of internal factors are easily recognized, external factors are even difficult to control (Sugiarti, 2015: 2).
Based on a study of secondary data the development of the number of micro and small industries from 2013-2015 in Central Java, it is known that the number of micro industries has always increased, while small industries have decreased in 2014 and increased again in 2015. In full, can be seen in Table1   Table 1 The data contained information that competition in the micro industry was getting tougher because of the continued emergence of competitors, while small industries were also tight because there were indications that some were unable to survive in business battles. These two things require special attention to the need to A company can develop a strategy to develop its business by looking at the internal and external conditions objectively so that the company can anticipate the changes that will occur. Companies are said to have "Distinctive Competence" if the company has a power that is not easily imitated by competing companies (Rangkuti, 2005). Furthermore, Freddy Rangkuti stated that company performance can be  The results of SWOT analysis can be the basis in drafting strategic formulations, strategic themes, and strategic mapping. (Rangkuti, 2012:60).
From the SWOT matrix, MSME managers in the tourist villages have the freedom to choose the strategy formula that will be implemented. Implementation of the model will generate SWOT matrix and alternative development strategies. As produced in the study (Putra, 2019) SWOT analysis produces 13 strategies for developing agrotourism in Sumber Arum village. Then, it is formulated into five alternative strategies that are best suited based on staff position analysis and assessment of each alternative strategy to gain a priority strategy. The implementation of the SWOT analysis in this article will present a sample development of MSME snack food processing in the tourism village of Jambearum Kendal as follows:

CONCLUSION
The development of MSMEs in particular the types of micro-businesses is very rapid in Central Java. Including micro, small and medium enterprises in tourist villages.
Tourism village MSMEs generally need special development because, except as a business unit, they also have a tourism cargo, so they need a special business development model. The results of this study indicate that the model of MSME development in suitable tourism villages is a model of resource development and local wisdom based on SWOT analysis. The model illustrates the steps in developing the MSME business strategy. The model begins with mapping the internal conditions and external conditions of MSMEs as well as special conditions / uniqueness / tourism village policies. The model also provides an opportunity to conduct a SWOT analysis until the SWOT Matrix is composed. From the SWOT matrix, MSME managers in the tourist villages have the freedom to choose the strategy formula that will be implemented.