HAMBATAN & STRATEGI: STUDI KASUS PADA PELAKU USAHA MIKRO, KECIL, DAN MENENGAH (UMKM) DI SALATIGA

Abstract

The existence of the COVID-19 pandemic which has an impact on the economic decline has
caused the number of existing Micro, Small and Medium Enterprises (MSMEs) to increase. The
rise of layoffs and the difficulty of finding work during the pandemic has made some people
decide to become entrepreneurs. The new MSMEs that have sprung up cause the resulting
competition to continue to increase. As a result, MSME actors must have a strategy to be able
to survive in the midst of competition and difficult conditions due to the pandemic. Therefore,
the purpose of this study is to find out how the strategies carried out by SMEs in Salatiga in
dealing with problems and how to survive using a quantitative approach. The population of
this research is MSMEs in Salatiga City with a total sample of 100 in various business fields.
The data used are primary data obtained through a questionnaire. The analysis used in this
paper is descriptive analysis. The results showed that more than 50% of SMEs experienced a
decrease in income by 45-75%. While the other 9% did not experience a change in income. 24%
only experienced a decrease of 10-45%. The rest experienced a significant decrease in the
amount of 76-100%. The strategies carried out by the MSME actors are looking for additional
work, digitizing businesses or using digital media as a means of promotion, reducing stock and
the amount of household consumption, seeking additional capital through asset sales and
bank loans as well as MSME actors running their business as usual.