PENGARUH PANDEMI COVID-19 PADA PENJUALAN KEBULI ABUYA DI KOTA BEKASI

Abstract

This study aims to determine the effect of decreasing sales turnover of abuya kebuli due to the covid 19 pandemic and to formulate an appropriate marketing strategy amid the covid 19 pandemic. raises optimism for MSMEs in opening a business in the midst of any difficult conditions as long as it is carried out with the right business marketing strategy. The research method used is qualitative research with a descriptive approach, the research was conducted on February 14 2022 to March 31 2022, with the subject of the MSME case in the food sector, namely Kebuli Abuya which sells various dishes with a distinctive Middle Eastern taste, the data collection technique in this research was interview , observation, and documentation. This research was coordinated by research lecturers as well as assisted by 7 students both in terms of data collection and field observations. Based on the SWOT analysis, Kebuli Abuya SMEs are located in square V, which means that they must implement a stability/growth strategy by implementing: 1) Setting standards and quality of products and services, 2) Setting prices that are able to compete, 3) Utilizing and empowering internal strengths, 4 ) Continue to innovate, market research and pay attention to consumer tastes.