Dampak Pandemi COVID-19 terhadap Kinerja UMKM dan Strategi Bisnisnya: Studi Kasus UMKM Irrenuang Parepare di Indonesia

Andi Ayu Frihatni (IAIN Parepare)
Irmayanti Sudirman (STIE AMSIR Parepare)
Frengky Mandacan (Badan Keuangan dan Aset Daerah Manokwari Selatan)

Jurnal Akuntansi dan Pajak
Vol 22, No 2 (2022): JAP : Vol. 22, No. 2, Agustus 2021 - Januari 2022

The purpose of this study is to demonstrate the impact of the COVID-19 pandemic on the level of performance of MSMEs in revenue and income and to reveal the business strategy conducted by MSMEs. This research is qualitative with phenomenological approach conducted at MSMEs of Irrenuang in Parepare, South Sulawesi. MSMEs of Irennuang is one of the businesses engaged in the culinary field. The results of this study revealed that the performance level of MSMEs in income before and during the pandemic was 27.7%. During the pandemic, MSMEs add their business products in the form of Abon Ikan and Amplang Bandeng and utilize social media in marketing their products.