STRATEGI ADAPTIF KEDAI KOPI “COFFEEBREAK” PURWOKERTO DALAM UPAYA MENYONGSONG NEW NORMAL

SITI BAROKAH
ANISA NUR ANDINA
ZAHRAH ANGGIANY

INTELEKTIVA
Vol 1 No 12 (2020): INTELEKTIVA : JURNAL EKONOMI, SOSIAL DAN HUMANIORA (EDISI, JULI 2020 )

Covid-19 pandemic presents special opportunities and challenges for various industrialsectors. This is not only happening in the State of Indonesia, but also published in othercountries in the world. Since the World Health Organization (WHO) announced that the covid19 pandemic is a world pandemic, which has affected consumers in various business sectors.Many business sectors in the Banyumas Regency specifically the Purwokerto region weretemporarily closed due to the co-19 pandemic and reopened after conditions were better.Therefore, business efforts are demanded to be able to compile and implement adaptivestrategies to welcome the new normal business to continue in the midst of changes inenvironment that are difficult to predict and can increase sales and achieve all the company'svision and mission.The purpose of this study was to see the extent of the coffee shop's business"Coffeebreak" in compiling and implementing strategies to improve current environmentalconditions after the emergence of the co-19 pandemic. The research method used in this research is descriptive qualitative method. The sample in this study was the owner andcustomer of Purwokerto "Coffeebreak" coffee shop. The results showed that the coffee shop"Coffeebreak" had implemented an adaptive strategy in an effort to meet the new normal.