Strategi Menghadapi Pandemi Covid 19 yang Dilakukan UMKM Kampung Batik (Study Kasus Pada Batik Ngesti Pandawa)
Abstract
Penelitian ini bertujuan untuk mengetahui dan mendiskripisikan mengenai penerapan strategi yang dilakukan oleh UMKM batik yaitu Toko Batik Ngesti Pandowo di Kampung Batik Semarang dalam menangani permasalahan yang terkait dengan usaha batik dalam menangani Pandemi Covid-19. Strategi pemasaran, strategi sumber daya manusia serta kendala yang dihadapi menjadi topik utama analisis.
Penelitian ini menggunakan metode kualitatif yang bersifat deskriptif kualitatif. Objek penelitian ini adalah pemilik UMKM, karyawan UMKM dan konsumen UMKM dari Toko Batik Ngesti Pandowo maupun Dinas Koperasi dan UMKM Kota Semarang, Penelitian dilakukan data wawancara, observasi, dan dokumentasi. Analisis data dilakukan melalui tahap pengumpulan data, reduksi data, penyajian data, memaparkan kategori, dan verifikasi temuan melalui triangulasi.
Hasil penelitian menunjukkan bahwa dalam menghadapi krisis akibat pandemi, penerapan strategi pemasaran, strategi SDM yang baru perlu dilakukan untuk mengatasi kendala atau permasalahan yang dihadapi UMKM kaerna selama pandemi ada banyak ketebasan dan kendala dalam prosuksi dan pemasaran
Keyword : MSMEs, Marketing Strategy, HR Strategy, Constraints.
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