Evaluasi Kelayakan Bisnis sebagai Dasar Pengambilan Keputusan Manajerial

Abstract

This study aims to analyze the potential, challenges, and development strategies of the creative economy in Binjai City. The potential of this sector can be seen from the utilization of local resources, the existence of creative communities, and government policies that begin to support its growth. However, the development of the creative economy still faces significant obstacles, such as limited access to financing, low digital literacy, inadequate supporting infrastructure, and weak collaboration networks among stakeholders. Using a qualitative approach with descriptive analysis, this study finds that such potential can only be optimized through sustainable and context-based strategies. Key strategies include expanding access to capital through inclusive financial institutions, strengthening digital literacy to reach broader markets, fostering innovation and branding rooted in local wisdom, as well as developing infrastructure and multi-stakeholder collaboration. The results highlight that with consistent government support and strong stakeholder synergy, the creative economy in Binjai has the opportunity to become a competitive leading sector, create employment opportunities, and contribute significantly to sustainable regional economic development