An application of analytical hierarchy process (AHP) in formulating priority strategy for enhancing creative industry competitiveness.

organizational capabilities, and business competitiveness. The study priorities strategy
and programs as basic for developing the competitiveness of creative industry in
Indonesia. The number of respondents who participated in this survey was 200, while
the key informants were 10 people. Method of analysis involved descriptive statistics,
and analytical hierarchy process (AHP). Then, data were processed by using both IBM
SPSS 24, and Expert Choice 11. The results show that creative industry
competitiveness has relatively declined during covid-19 pandemic. Although external
environment support, organizational resources, and organizational capabilities were at
good shape. The priority strategy for competitiveness development should be focused
on strengthen the organizational capabilities by considering the dynamics of external
environmental factors and internal resource capacity. Then, the priority programs
developed sequentially are increasing partnerships with suppliers, distributors and
customers, analyzing social and economic aspects, developing human resource
capacity, and using information and communication technology in products and
services. In addition, another important program is strengthening the supply chain
system.