The Analytic Network Process for Identifying the Potential Sub-Sectors of Creative Industry: Empirical Finding from Semarang, Indonesia

Objective: The aims of the present study is to identify the most potential sub-sector of creative industry in Semarang, Indonesia. Theoretical Framework: The creative industry is considered to promote human development while promoting the economic growth. It maintains and protects cultural and historical heritage, foster individual and communities’ creativities, as well as improve cultural capital. Although there is widespread classification of creative industry, the Indonesian Ministry of Tourism has classified the creative industry into 16 sub-sectors, namely, (1) advertising, (2) application and game developers, (3) architecture, (4) craft, (5) fashion, (6) film, animation, and video, (7) fine arts, (8) gastronomy/culinary, (9) interior design, (10) music, (11) performing arts, (12) photography, (13) product design, (14) publishing, (15) TV and radio (broadcasting), and (16) visual communication design. Methodology: The analytic network process (ANP) is used to identify the most potential sub-sector of creative industry. A case study is conducted in Semarang, a capital city of Central Java Province, Indonesia. There are four criteria to be considered, i.e., economic, technology, social, and cultural indicator. Data are collected from in-depth interviews with experts in the field of creative industry. Results and Conclusion: According to the four criteria, it is revealed that the social indicator has the greatest weight among others with value of 0.338. Next, the fashion sub-sector is considered as the most potential sub-sector of creative industry in Semarang with the weight of 0.428. A consistency checking is also performed to test whether the answers of the experts contradict each other or not. The result shows that the value of consistency ratio is 0.049 or less than 0.1, indicating consistency. Implication of Research: The findings of this study can provide local government with valuable insights to prioritize the most potential sub-sector to be developed to actualized Semarang as a creative city. Originality/value: Decision-making is of vital importance as it can help management to make good decision.