STRATEGIES OF CREATIVE ECONOMIC ACTORS IN BUSINESS DEVELOPMENT IN EKANG ANCULAI VILLAGE, TELUK SEBONG DISTRICT, BINTAN REGENCY

Abstract

This study aims to identify and analyze the strategies used by Micro, Small, and Medium Enterprises (MSMEs) in developing their businesses in Ekang Anculai Village, Teluk Sebong District, Bintan Regency. The research employed a descriptive qualitative approach, using interviews and documentation as data collection techniques. The findings reveal that MSME actors in this village implement various strategies such as utilizing social media, product innovation, attractive packaging, and collaboration with local tourism players. These strategies effectively expand market networks, increase sales, and strengthen business sustainability. The findings are analyzed through James Coleman’s rational choice theory, which explains that entrepreneurs act rationally in utilizing resources to achieve their economic goals. This study confirms that MSME development strategies based on local potential and digitalization are essential in improving the village’s economic welfare.