CD Tesis

Strategi Bertahan Umkm Oleh-Oleh Pada Masa Covid-19 Di Kota Pekanbaru

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MSME is one of the business sectors that has an important role for the economic growth of society. Besides, the existence of MSME also contributes to the absorption of labor and distribution of development results. but with the covid 19 outbreak and the policies implemented by the government to minimize and break the chain of the spread of covid-19, it poses a threat to the existence and sustainability of MSME. The purpose of this research is to find out the production activities of MSME souvenirs by the city of Pekanbaru during the Covid 19 pandemic to identify the constraints and problems faced by the MSME souvenirs by the city of Pekanbaru during the Covid-19 Pendem period, to find out the strategies carried out by the MSME by the city of Pekanbaru to survived during the Covid-19 epidemic. This research was conducted in the city of Pekanbaru. Based on data from the Pekanbaru City Disperindag, during 2018 there were around 65 souvenir MSME spread across 12 sub-districts in Pekanbaru City. The time span used to complete this research was 8 months starting from April to November 2020. In accordance with the research problem and focus, this study used a qualitative approach. Research data is primary data in the context of collecting research data. Researchers use 3 types of methods, namely involved observation, in-depth interviews, and documentation study.
Researchers used the steps of implementing data analysis techniques through the OODA Loop model. Based on the results of a research analysis, the outbreak of the Covid-19 virus has had an impact on micro, small and medium souvenir entrepreneurs in the city of Pekanbaru. The real impact seen with this outbreak is the difficulty of marketing various products because potential consumers are not free to carry out activities outside the home so that people's purchasing power has decreased dramatically, difficulties in getting raw materials to be processed into finished materials, increased production costs, and difficulty in distributing product. Business actors are not only resigned to the conditions and various obstacles that have arisen due to the Covid-19 pandemic outbreak, but they are trying to grow and implement various strategies to be able to survive and survive the various strategies carried out by souvenir MSME businesses in the city of Pekanbaru.
The strategies that are taken and carried out by these MSME players are carrying out traditional and modern sales activities, such as selling online, doing various promotions and advertisements, limiting and balancing quantities, increasing production quality, not increasing raw materials, and using low-cost transportation.
Keywords : Covid-19, MSME, Strategy, Production, OODA Loop

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 08. 220 (0015)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Agribisnis., 2020

Deskripsi Fisik

xii, 98 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 08. 220 (0015)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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