The Survival Strategies of Micro, Small and Medium Enterprises in The New Normal Era

Arfid Fathun Nadyan, Elsa Selvia, Shidqy Fauzan

Abstract


The Covid-19 Pandemic is a challenge in itself for MSME players to be able to maintain their business. The purpose of this study is to determine the potential problems and survival strategies of MSMEs during the Covid-19 pandemic era. The method used in this research is descriptive quantitative with this type of literature survey research. The data used in this study are secondary data published in the Ministry of KUKM, BPS, and various literature that can be used to answer research problems. The study results found that many MSMEs were forced to close their businesses due to decreased consumer demand for working from home. However, many MSMEs are trying to survive in their business by marketing their products through E-Commerce, digital marketing, improving product and service quality, pricing strategies, promotion strategies, and product diversification, and taking advantage of opportunities that exist in the pandemic era. Besides, there are many incentives that the government has implemented to reduce production costs in the form of interest subsidies as well as providing additional capital for MSME players.

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DOI: https://doi.org/10.29313/de.v12i2.7797

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