Berbagai Faktor Penentu Kesiapan Untuk Berubah Dan Pengaruhnya Terhadap Keberlangsungan Kegiatan UMKM Di Wilayah Terdampak Wabah Covid-19

Abstract

<span><em>Currently, real sector business activities are facing severe challenges. The development of ICT and the</em><br /><span><em>emergence of the covid-19 pandemic have led to changes in the business environment. Changes in the</em><br /><span><em>business environment require businesses to adjust by developing new business strategies, so that their</em><br /><span><em>business activities are in line with market demands. This study examines various determinants of</em><br /><span><em>readiness to change and their effect on the continuity of MSME activities in the covid-19 affected areas.</em><br /><span><em>The results of the study revealed that the new values and attitudes of micro business operators did not</em><br /><span><em>support the readiness to change, so they faced the problem of the sustainability of business activities. New</em><br /><span><em>values and attitudes are the main factors that shape readiness to change. While the readiness to change is</em><br /><span><em>an important factor that determines the sustainability of business activities. In addition, this study</em><br /><span><em>revealed that the business environment also as a factor forming change readiness and business</em><br /><span><em>continuity. This research recommends the importance of strengthening new values and attitudes for,</em><br /><span><em>especially for micro business people; so that they are better prepared to face a change. Future studies</em><br /><span><em>need to examine the effect of sudden environmental changes on the sustainability of business activities.</em></span></span></span></span></span></span></span></span></span></span></span></span><br /><br class="Apple-interchange-newline" /></span>