EKSPLORASI FAKTOR-FAKTOR YANG MEMPENGARUHI KETAHANAN BISNIS PADA MASA PANDEMI COVID-19: STUDI KASUS PADA UMKM DI KABUPATEN GARUT

Abstract

MSMEs are a business sector that has a very important role in a country. This sector is capable of having a huge impact such as economic growth, creating jobs that reach all levels of society and can represent regional characteristics. MSMEs in Garut Regency were affected by the Covid-19 pandemic. This resulting in disrupted business resilience. This study aims to explore the factors that influence business resilience including corporate management strategy, product innovation, and technological capabilities. This study used qualitative methods with data collection using semi-structured interviews. The sampling technique used purposive sampling with 6 respondents. The results of interviews with 3 MSMEs showed that the company's management strategy, product innovation, technological capabilities, and business resilience of the company had not had maximum results.