Siti Patimah, Eddy Jusuf, Iman Sudirman
Handicraft SMEs in West Bandung Regency are faced with problems including limited investment capital, difficulty of raw materials with quality and affordable prices, limited technology, human resources, production, and marketing. The method used in this research is a qualitative research method, with a case study approach. Data collection techniques were obtained from literature studies, field observations, interviews, and document studies. The technique of analyzing the data collected is then carried out using a coding process and analyzed through the stages, namely reduction, data display, and conclusion drawing/verification. Based on the results of research and discussion of the performance of MSMEs, it is felt that they are still not optimal. Based on the strategic position map in strengthening the empowerment of MSMEs/handicraft craftsmen, they are in a favorable condition and have opportunities so that the strength of MSME empowerment needs proactive action. In addition, if using the Internal External matrix, the empowerment strategy in the West Bandung Regency area is in a moderately attractive industry, so that the strategy implemented needs consolidation.