STRATEGI BERTAHAN DI ERA NEW NORMAL: UMKM KRUPUK HASIL OLAHAN LAUT DI SURABAYA

Abstract

The Covid-19 pandemic has paralyzed various aspects of life, especially in economics. One of the most affected parties is the Micro, Small, and Medium Enterprises or MSMEs scale business actors. This situation demands creative and problem-solving survival strategies to survive the economic crisis. This study examines survival strategies in dealing with the effects of the Covid-19 pandemic performed by MSMEs that produce processed seafood products in Sukolilo Baru, Bulak District, Surabaya. This study uses a qualitative approach in the form of a phenomenological study. The researcher determined the research informants purposively, in which data were collected using semi-structured interviews and focus group discussions. The data analysis technique was carried out thematically with an inductive model after being validated communicatively, argumentatively, and ecologically. The study results showed that the ability to survive in the new normal era manifests in themes, namely optimism, the ability to exercise self-control, belief in business abilities, and willingness to carry out self-transformation. The survival strategy of MSME actors manifests itself in two major themes, i.e., product and institutional strengthening and business digitalization.