Strategi Bertahan dan Bangkit Pada Masa Pandemi (Studi Pada Pelaku UMKM Desa Sarirogo-Sidoarjo) - Triana Rosalina Noor Noor; Mohammad Fadhaillah (STID Raudlatul Iman Sumenep, 2022)
During the COVID-19 pandemic, Micro, Small and Medium Enterprises (MSMEs) experienced disruptions in business stability. It is becaused there are several government policies related to controlling Covid 19 that limit community interaction and mobility. The impact is that many MSMEs have decreased income and even have to go out of business. MSMEs in order have to survive and bounce back. This research uses a qualitative approach as a case study type in Sarirogo Village, Sidoarjo. Data were collected by using in-depth interviews, observations and documents involving nine MSMEs owners who were affected by the Covid 19 pandemic. The selection was carried out by purposive sampling. The results of this study illustrate that there are MSMEs actors in Sarirogo Village who have experienced a decrease in sales turnover and even have to close their business for a while due to the pandemic. However, there are also MSMEs actors who are still able to maintain and bounce back in managing the business they are involved in. Some strategies to survive and rise are carried out through digital marketing, increasing sales promotions, maintaining product quality consistency, optimizing service systems and implementing customer relationship marketing. This strategy is implemented for increasing product demand for the rise of SMEs in Sarirogo Village from the slump after the Covid 19 pandemic that occurred. Selama pandemi Covid 19, pelaku Usaha Mikro Kecil dan Menengah (UMKM) mengalami gangguan dalam stabilitas usaha oleh karena adanya beberapa kebijakan pemerintah terkait pengendalian Covid 19 untuk membatasi interaksi dan mobilitas masyarakat. Dampaknya adalah banyak UMKM mengalami penurunan pedapatan bahkan harus gulung tikar. Kondisi tersebut harus ditanggulangi oleh UMKM agar tetap bertahan dan bangkit kembali. Penelitian ini menggunakan pendekatan kualitatif dengan jenis studi kasus di Desa Sarirogo, Kabupaten Sidoarjo. Pengambilan data menggunakan teknik wawancara mendalam, observasi dan dokumen dengan melibatkan sembilan orang pemilik UMKM yang memiliki usaha bervariasi mulai krupuk, pakaian sampai dengan makanan dan terimbas pandemi Covid 19. Pemilihan tersebut dilakukan secara purposive sampling. Hasil penelitian ini menggambarkan bahwa terdapat pelaku UMKM di Desa Sarirogo ada yang mengalami penurunan omset penjualan dan bahkan harus menutup usahanya untuk sementara waktu akibat pandemi. Namun ada pula pelaku UMKM yang masih bisa mempertahankan dan bangkit kembali dalam mengelola usaha yang digeluti. Adapun beberapa strategi bertahan dan bangkit dari keterpurukan akibat pandemi Covid 19 dilakukan melalui digital marketing, meningkatkan promosi penjualan, menjaga konsistensi kualitas produk, mengoptimalkan sistem pelayanan dan menerapkan customer relationship marketing. Strategi tersebut diterapkan untuk meningkatkan permintaan produk guna bangkitnya UMKM Desa Sarirogo dari keterpurukan pasca pandemi Covid 19 yang terjadi.