<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) have been significantly affected by the COVID-19 pandemic in many sectors, including those operating around the University of Jambi campus. The purpose of this study is to identify the challenges faced by MSMEs after the pandemic and to explore how they can adapt to changes in the business environment. This research uses a descriptive qualitative approach and collects data through interviews and observations with MSME participants around the campus area. The findings show that the main problems faced by MSMEs include a decline in purchasing power, capital constraints, and limited digital marketing capabilities. However, there are also emerging opportunities, such as growing interest in local products and ongoing digital transformation. The study concludes that the success of MSMEs after the pandemic largely depends on their ability to innovate, improve product quality, and utilize technology.]]>
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