STRATEGI USAHA MIKRO KECIL DAN MENENGAH BAKPIAKU MALIOBORO PADA SAAT PANDEMI COVID-19

Abstract

The Covid-19 pandemic has an impact on people's lives, especially for cooperative business actors, micro, small and medium enterprises whose economic turnover is very dependent on the flow of goods, services and people who are actually experiencing limited movement due to this pandemic. One of the SMEs affected by the pandemic is Bakpiaku Malioboro. This study aims to: Knowing what internal environmental factors are the strengths and weaknesses of Bakpiaku MSMEs, Knowing what external environmental factors are opportunities and threats for Bakpiaku MSMEs, Knowing what strategies are being carried out by Bakpiaku MSMEs in dealing with the Covid-19 Pandemic. This type of research is descriptive qualitative research. Sources of data obtained from observation, documentation. Data analysis techniques in this study consisted of: data collection, data reduction, data presentation, data conclusion and SWOT analysis. The results of this study indicate that: Identify the internal environment that is Bakpiaku's strength, namely Bakpiaku following technological developments through social media and utilizing influencer artists in marketing their products. Identification of the internal environment that is Bakpiaku's weakness, namely Bakpiaku has not optimized cooperation with several expeditions in shipping goods. Identify the external environment that is an opportunity for Bakpiaku, namely unlimited marketing media. Identify the external environment that poses a threat to Bakpiaku, namely the decline in buyers.

Keyword: Strategy; MSMEs; SWOT.