Ready-To-Eat: Repackaging Food as a Turn Around Strategy for Indonesian MSME’s During Covid-19
- DOI
- 10.2991/assehr.k.210312.027How to use a DOI?
- Keywords
- Turn Around, Covid-19, MSME’s, Packaging, Ready to Eat
- Abstract
The opportunities of profitability in the restaurant and fast food business sectors are getting weaker as people’s purchasing power decreases due to the Covid-19 pandemic. Business units are closed for longer and even permanently due to expenses that are not balanced with turnover. The Covid-19 pandemic has changed the habits of people who use more free time not to go to crowded places such as restaurants because of reasons to save, and maximize food needs by making your own or buying at the seller closest to the house. The decline in the purchasing power factor in all Indonesians due to reduced income has also resulted in a decrease in food spending at restaurants. Moline’s are one of Indonesian MSME’s located in Bandung City that been impact by this new consumer habits. To adapt the changes in the consumption pattern of the product, repackaging is carried out accompanied by changes in cost efficiency and production management as well as the calculation of Moline’s equity trying to increase intention to buy. This research aim to investigates whether the turnaround strategy and repackaging strategy can enhance consumer intention to buy, approached by quantitative and partial least square method for testing the hypothesis. Result shown with 150 people taken as samples, new packaging and turn around strategy enhance the intention to buy as much as 84,92%.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Bob Foster PY - 2021 DA - 2021/03/13 TI - Ready-To-Eat: Repackaging Food as a Turn Around Strategy for Indonesian MSME’s During Covid-19 BT - Proceedings of the First International Conference on Science, Technology, Engineering and Industrial Revolution (ICSTEIR 2020) PB - Atlantis Press SP - 176 EP - 185 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210312.027 DO - 10.2991/assehr.k.210312.027 ID - Foster2021 ER -