DEVELOPMENT STRATEGY FOR SMALL AND MEDIUM ENTERPRISES (SME) BASED ON SUNDA CULTURE IN CIBADUYUT FOOTWEAR INDUSTRY

IndustrypedestalfootCibaduyutisone ofindustrywhichproduceproductvarious kinds of footwear such as sandals, flip-flops, boots or casual shoes, whichthe main raw material is leather. In carrying out its business activities the footwear industryCibaduyut faces several obstacles, especially those concerning the manufacture or processproduction and financial management, especially those concerning financial recordsneat and perfect in accordance with financial management standards, apart from other obstaclesisparaperpetratoreffortnot yetcandevelopproductshoewhichbased ontoapplicationvaluescultureSundawhichfamouswithdraftreparationSharpen, pleaselove, take care, this turns out to be able to weaken the competitiveness of footwear products in the arenaInternational.Methodstudywhichworninstudythisismethodqualitativewithusing descriptive analysis, the data collection method used is the methodobservationdirect(observation), interviewwhichdeep(in-depthinterviews)as well asdirect interviews with several informants, in processing the data using triangulation, namely based on the results of interviews, observing the analysis of researchers so as to produce research results, and snowballsampling in determining informants.Based on the results of the study indicate that the marketing strategy carried out by thethe perpetrators of Cibaduyut footwear in the city of Bandung based on the Sundanese culture of penance, penance, compassion,parenting still has some problems, especially in marketing which is stilltraditionalso thatnot yetcanEmpowercompetitive natureglobal.