CHALLENGES TOWARDS PERFORMANCE OF START-UP COMPANIES DURING COVID-19: THE CASE OF JOHOR START-UPS

Abstract

This conceptual study aims to highlight the difficulties start-ups had in Johor during the COVID-19 pandemic. The issues that the start-up faces include those related to finances, human resources, support mechanisms, marketing, and crisis management. These are the independent variables in this study. Performance of the start-up is the dependent variable in the meantime. This study will adopted quantitative approach and the analysis will used IBM SPSS version 26. The survey will be conducted on start-up companies in Johor which have been active for 1 year until 9 years of operation and consist of maximum 80 employees. The conceptual framework created in this study may be utilised as a manual to assist start-up owners in dealing with a variety of difficulties during a pandemic outbreak or economic downturn.