This study aims to analyze the competitiveness of the traditional snack home industry in the traditional snack village in Mlatibaru, Semarang. The research method was qualitative through structured interview data collection techniques. The subjects in this study were policymakers and the number of home industry players in the traditional snack village in Mlatibaru, Semarang. The data validity test includes credibility test (internal validity), source triangulation (checking data from various sources in various ways, at various times), and using reference materials, namely supporters to prove the data that the researcher has found, such as interview data, photos, and recordings. The results show that traditional snack SMEs must prepare several strategies to compete with other business actors. Strengthening competitiveness through HR improvement strategies, product efficiency, marketing, and business bookkeeping.

Ahmedova S. (2015). Factors for Increasing the Competitiveness of Small and Medium-Sized Enterprises (SMEs) In Bulgaria. Procedia - Social and Behavioral Sciences 195 (2015), 1104 – 1112. https://doi.org/10.1016/j.sbspro.2015.06.155

Andrea. (2010). Competitiveness of small and medium-sized enterprises-a possible analytical framework. HEJ: ECO-100115-A https://pdfs.semanticscholar.org/9bf3/1ae1c8461eb524f6eefaf2709a926650dab2.pdf

Aswicahyono H. and Hill H. (2014). Does Indonesia have Competitiveness Problems? Unpublished Paper

Chikan A. (2008). National and firm competitiveness: A general research model. Competitiveness Review, 18(1),20–28. https://doi.org/10.1108/10595420810874583

Eriyatno. (2011). Membangun ekonomi komparatif strategi meningkatkan kemakmuran nusa dan resiliensi bangsa, penerbit PT Alex Media Komputindo Kompas Gramedia Indonesia. http://pustaka.pu.go.id/biblio/membangun-ekonomi-komparatif-strategi-meningkatkan-kemakmuran-nusa-dan-resiliensi-bangsa/EKJ2K

Davis D., Dunn P. and Boswell K. (2009).The Importance of Capturing and Using Financial Information in Small Business. American Journal of Economics and Business Administration 1 (1) 27-33. http://www.thescipub.com/pdf/ajebasp.2009.27.33.pdf

Dhameria. (2014). Analisis Pengaruh Keunikan Desain kemasan Produk, Kondusivitas Store Environment, Kualitas Display Produk Terhadap keputusan membeli Impulsif (Studi pada Pasaraya Sri Ratu Pemuda Semarang). Jurnal Sains Pemasaran Indonesia. XIII (1) 1 - 44. https://ejournal.undip.ac.id/index.php/jspi/article/view/13961/10619

D'Ippolito B. (2014). The importance of design for firms' competitiveness: A review of the literature. http://dx.doi.org/10.1016/j.technovation. 2014.01.007i, diakses10.07.2018

Dobrivojević. (2013). Analysis of the Competitive Environment of Tourist Destinations Aiming at Attracting FDI by Applying Porter’s Five Forces Model. British Journal of Economics, Management & Trade 3(4): 359-371, 2013. DOI.10.9734/BEJEMT/2013/4180

Garelli S. (2012). IMD world competitiveness yearbook. Retrieved 25 April 2013, from http://www.imd.org/research/centers/wcc/upload/Fundamentals.pdf.

Handayani T. dan Supriati. (2019). Pemetaan Kendala dalam Aplikasi Ekonomi Kreatif di Kota Bengkalis. Inovbiz: Jurnal Inovasi Bisnis 7 (2019) 186-193. http://ejournal.polbeng.ac.id/index.php/IBP/article/view/1216/0

Hittmár, Š., Varmus, M., & Lendel, V. (2014). "Proposal of model for effective implementation of innovation strat-egy to business," Procedia - Social and Behavioral Sciences, 109, 1194 – 1198. doi: 10.1016/j.sbspro.2013.12.611

Hitt K., Ireland R. D., Hoskisson R. E. (2001). Manajemen Strategis, Daya Saing dan Globalisasi Konsep . Jakarta : Penerbit Salemba Empat

Idziak W., Majewski J., and Zmyślony P. (2015). Community participation in sustainable rural tourism experience creation: A long-term appraisal and lessons from a thematic village project in Poland. Journal of Sustainable Tourism, 23(8–9), 1341–1362. DOI:10.1080/09669582.2015.1019513.

Izvercian M., Miclea S. and Seran S. A. (2016). Marketing Practices in SMEs. Case Study: Romania vs. Malta. Procedia - Social and Behavioral Sciences 221 (2016), 135 – 141. https://doi.org/10.1016/j.sbspro.2016.05.099

Keputusan Presiden RI, Nomor 99 tahun 1998. Undang-undang pedagang kecil Jakarta: Sekretaris Negara.

Kurniasanti S. A. , Sumarwan U., dan Kurniawan B. 2014. Analisis dan Model Strategi Peningkatan Daya Saing Produk Edamame Beku. Jurnal Manajemen & Agribisnis, Volume 11 Nomer 3. DOI : https://doi.org/10.17358/jma.11.3.154-163

Lestari D. (2010). Analisis Faktor-Faktor yang Mempengaruhi Audit Delay: Studi Empiris pada Perusahaan Consumer Goods yang Terdaftar di Bursa Efek Indonesia. Universitas Diponegoro. Semarang. http://eprints.undip.ac.id/23146/

Matutina. (2001). Manajemen Sumber Daya Manusia. Jakarta (ID): Gramedia Widia Sarana Indonesia.

Nurhayati S. (2016). Strategi Penguatan Daya saing Usaha Kecil dan Menengah (UKM) Batik Menghadapi Asean Economic Community (AEC). Jurnal Ekonomi dan Bisnis. 19 (02). 15-23 http://dx.doi.org/10.31941/jebi.v19i2.421

O'Dwyer. (2008). Product launch, product advantage, and market orientation in SMEs, Journal of Small Business and Enterprise Development. 15(1), 96 – 110; http://dx.doi.org/10.1108/14626000810850865

Okoye and Raymond A. Ezejiofor. (2013). The Effect of Human Resources Development on Organizational Productivity. International Journal of Academic Research in Business and Social Sciences. 3(10), 250-268. DOI: 10.6007/IJARBSS/v3-i10/295URL: http://dx.doi.org/10.6007/IJARBSS/v3-i10/295

Porter M. E. (1990). The Competitive Advantage of Nations. New York: Free Press

Prajogo D. and Sohal A. (2003). The Relationships between TQM Practices, Quality Performance, and Innovation Performance. International Journal of Quality and Reliability Management, 20(8): 901−918.

DOI: 10.1108/02656710310493625.

Puticova. (2011). Competitiveness of the Czech food industry. Agric. Econ. – Czech, 57, 2011 (9): 413–421

https://doi.org/10.17221/89/2010-AGRICECON

Rejekiningsih T. W. (2011). Identifikasi faktor penyebab kemiskinan di Kota Semarang dari dimensi kultural. Jurnal Ekonomi Pembangunan, 12(1), 28–44. Retrieved from http://journals.ums.ac.id/index.php/JEP/article/view/203.

Rivai H. A. (2001). Strategi Aliansi, Upaya Meningkatkan Nilai Tambah dan keunggulan Bersaing Perusahaan, Manajemen Usahawan Indonesia. Nomor 01/Tahun XXX.

Siriphattrasophon S. (2015). Knowledge, attitudes, and adaptation to the ASEAN economic community among SMEs in Thailand and Vietnam.Journal of the Association of Researchers, 20(3), 16-37. http://ar.or.th/ImageData/Magazine/10038/DL_EN_10219.pdf?t=636596873142874648

Siriphattrasophon S. (2017). Multi-level factors affecting firm competitiveness in ASEAN region of small and medium enterprises of Thailand. Kasetsart Journal of Social Sciences (2017), https://doi.org/10.1016/j.kjss.2017.09.002

Sugiarto E. C., Pembangunan umber Daya Manusia (SDM) Menuju Indonesia Unggul. https://www.setneg.go.id/baca/index/pembangunan_sumber_daya_manusia_sdm_menuju_indonesia_unggul. Diakses 28 Agustus 2020

Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta

Walukow M. T., Roring M. and Tampi M. J. R. E. (2016). Pengaruh Pelatihan sumber daya Manusia Terhadap Produktivitas Kerja Karyawan Pada PT.PLN. Jurnal Administrasi Bisnis. 4(4), 1-9. https://ejournal.unsrat.ac.id/index.php/jab/article/view/13826. DOI: https://doi.org/10.35797/jab.4.4.2016.13826.%25p

Wibowo D. H, Arifin Z., dan Sunarti. (2015). Jurnal Administrasi Bisnis (JAB). Volume 29 Nomer 1. https://media.neliti.com/media/publications/86529-ID-analisis-strategi- pemasaran-untuk-mening.pdf

Widiastuti C. T., Widyaswati R., Meiriyanti R. (2019). Strategi Peningkatan Sumber Daya Manusia Kreatif dan Inovatif pada UKM Batik Semarangan (Studi di Kampung Batik Semarang). Jurnal Riptek. Vol. 13 (2) 124-130. https://riptek.semarangkota.go.id/index.php/riptek/article/view/52

Wijaya N. (2016). Analisis Perkembangan Industri Keil dan Rumah Tangga Dengan Pendekatan DPSIR: StudiKasus Di Kecamatan Ciparay Kabupaten Bandung.Tata Loka. 18 (3). DOI: https://doi.org/10.14710/tataloka.18.3.172-182

Wiyadi. (2009). Pengukuran Indeks Daya Saing Industri Kecil Menengah (IKM) di Jawa Tengah . Solo: Universitas Muhammadiyah Surakarta. https://journal.uii.ac.id/JSB/article/view/2015

http://gerbanghebat.semarangkota.go.id/hom/hal-tematik/1 accessed 28.10.2018