Strategi Keunggulan Bersaing Bagi UMKM Pasca Pandemi COVID-19
Sari
The COVID-19 pandemic that has hit almost all countries globally has forced many changes in various sectors, including Micro, Small, and Medium Enterprises (MSMEs). This study aims to formulate a competitive advantage strategy for SMEs after the COVID-19 pandemic. Qualitative approach through interviews with business actors and the government involved in regulating MSMEs to obtain data relevant to the research variables. The results show many adjustments to the orientation and entrepreneurial mindset to create a competitive advantage strategy after the COVID-19 pandemic. A recommendation for a competitive advantage strategy for MSMEs was proposed by researchers who focused on optimizing digital promotional media and utilizing new market opportunities both offline and online after opening wider market access due to the increase in online transactions COVID-19 pandemic.
Pandemi covid-19 yang melanda hampir seluruh negara di dunia memaksa banyak perubahan pada berbagai sektor, tak terkecuali pada Usaha Mikro, Kecil, dan Menengah (UMKM). Penelitian ini bertujuan untuk menformulasikan strategi keunggulan bersaing UMKM pasca pandemi covid-19. Pendekatan kualitatif melalui wawancara pelaku usaha dan Pemerintah yang terlibat dalam regulasi UMKM untuk mendapatkan data yang relevan dengan variabel penelitian. Hasilnya menunjukkan bahwa terdapat banyak penyesuaian orientasi dan pola pikir kewirausahaan untuk menciptakan strategi keunggulan bersaing pasca pandemi covid-19. Rekomendasi strategi keunggulan bersaing bagi UMKM diusulkan oleh peneliti yang berfokus pada optimalisasi media promosi digital serta pemanfaatan peluang pasar baru baik offline maupun online setelah terbukanya akses pasar yang lebih luas sebagai dampak dari peningkatan transaksi online karena pandemi covid-19.
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Aliansi : Jurnal Politik, Keamanan Dan Hubungan Internasional Terindeks Di:
Penerbit:
Pusat Studi Keamanan dan Internasional, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Padjadjaran. Kampus FISIP Universitas Padjadjaran, Gedung D, Lt.2
Jl. Raya Bandung-Sumedang Km.21, Jatinangor, Sumedang, Indonesia