SUCCESS FACTORS IN OPERATING THE COMMUNITY ENTERPRISE OF THE MUSSLIM-CLOTHING PRODUCT GROUP (DALA PATEK) AT KHUAN SATO SUBDISTRICT, KHUAN DON DISTRICT, SATUN PROVINCE

Abstract

This research aimed to study 1) Factors affecting the success of the Muslim clothing product community enterprise (Dalat Batik) 2) Concepts and management methods of community enterprises. This research was a qualitative study using in-depth interviews, using purposive sampling to select samples, and analyzing content according to the specified objectives. The research results found that 1) Factors of success of community enterprise operations consisted of 7 factors: 1) Management: effective operational planning, structure determination, division of responsibilities, finance and accounting, systematic accounting, and transparency. 2) Production: production and distribution planning, product network creation. 3) Marketing: domestic and international sales, product publicity through various media. 4) Leadership: group leaders are capable of business management, have morality and ethics, and are able to face problems well. 5) Member participation: members participate in expressing beneficial opinions and developing the group. 6) Welfare: welfare is provided to members during illness or childbirth. 7) Support from external agencies: continuous coordination between the government and other sectors, supported by funding, marketing, and study tours. The concepts and management methods of community enterprises consisted of 3 factors: 1) Product development The product has identity and presents a story. The product has quality and standards. 2) In terms of sales and marketing promotion, there is a product guarantee. 3) In terms of the application of information technology, a program has been developed that can link production and sales throughout the system.