Sustainability Strategy of Small and Medium Micro Business During the Covid19 Pandemic in Jambi Province

DOI

10.2991/978-2-494069-33-6_32How to use a DOI?

Keywords

MSME Sustainability Strategy; COVID-19; SWOT; AHP

Abstract

The COVID-19 pandemic has a huge impact on the Indonesian economy, including the Micro, Small, and Medium Enterprises (MSME) sector in Jambi Province. As a result of this Coronavirus, many MSME sectors have experienced a decline in sales turnover, a reduction in the number of workers and even an experience of bankruptcy. So far, MSMEs are one of the sectors that can be relied upon as a safety valve during an economic crisis. Therefore, to maintain the sustainability of MSMEs, the right strategies are needed for the MSMEs so that this sector can survive continuously even at the current situation. The objectives of this study are: 1) Identify and analyze internal factors which are the strengths and weaknesses of SMEs. 2) Identify and analyze external factors which are opportunities and threats. 3) Analyzing the right strategy for MSMEs in Jambi Province during the COVID-19 pandemic. This study uses SWOT and AHP analysis methods. From the results of the accumulated swot matrix, it is concluded that MSMEs are currently more towards the weakness and opportunity (WO) factor. Therefore, the right SWOT strategy for MSMEs is to take advantage of internal weaknesses to take advantage of opportunities. The MSME strategies during the COVID-19 pandemic are: 1) improving the marketing system through online promotions to expand the consumer knowledge on the MSME product brands, 2) expand networks to develop MSME products. 3) improve skills through training for MSME actors based on the needed.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Etik Umiyati
AU  - Zulfanetti Zulfanetti
AU  - Eli Marselina
PY  - 2022
DA  - 2022/12/22
TI  - Sustainability Strategy of Small and Medium Micro Business During the Covid19 Pandemic in Jambi Province
BT  - Proceedings of the 3rd Progress in Social Science, Humanities and Education Research Symposium (PSSHERS 2021)
PB  - Atlantis Press
SP  - 256
EP  - 266
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-33-6_32
DO  - 10.2991/978-2-494069-33-6_32
ID  - Umiyati2022
ER  -