PELUANG USAHA MAKANAN Di ERA PANDEMI Covid 19 STUDI KASUS RUMAH MAKAN PAMENAN DIKECAMATAN RAWALUMBU

Abstract

Aside from the serious impact to health, Covid-19 Pandemic also weakens the national economy. Various industrial sectors, including culinary business, experienced a decrease in turnover rate and not a few who closed their businesses. However, during Covid-19 pandemic, there are still opportunities to open business for small entrepreneurs engaged in the culinary sector. In order to be able to compete and acquire consumers amid declining purchasing power then the entrepreneurs must be innovative, including using an online system in their sales strategy. This is implemented to comply with regulations to always maintain distance and at the same time break the chain of spreading COVID-19. Research on business opportunities in the culinary sector during the Covid 19 pandemic was conducted in Rawalumbu District by taking the case of the Dapoer Pamenan Restaurant, Rawalumbu District. This research uses a descriptive qualitative method by using a SWOT analysis to find out the various strengths, weaknesses, opportunities, and threats that the culinary business has during pandemic. The result from this research shows that the strategy that can be carried out by the culinary business is product and service diversification. The culinary business must be able to gain consumer trust by the safe products, healthy and hygienic, implement the health protocol, maximize the online marketing, fulfill the demands of take-away and delivery order, making diversification or product innovation in the form of healthy food and frozen food, and also optimize the quality of the products. The target outcome of this research is to identify the factors of strengths, weaknesses, opportunities, and threats that will be faced by the culinary business entrepreneurs in Rawalumbu sub-district and also to decide the suitable strategy applied to adapt to the new normal. In the long term, it is hoped that the results of this study will contribute to the development of business strategies to deal with emergency and uncertain situations.