SURVIVAL STRATEGIES OF MICRO BUSINESSES IN MANADO DURING COVID-19 PANDEMIC

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The role of MSMEs in the last few decades is considered strategic, but its performance is not considered maximal in the face of competition and growth of production as a whole in a country. This can be attributed to various constraints and obstacles that must be faced, especially in access to finance, production technology, marketing, as well as skills and access to information. As is known, the era of free trade immediately took place in the ASEAN region, but in entering the export market is not easy for the perpetrators of SMEs. To find out the impact of the covid-19 pandemic on MSMEs in Manado and To knows the survival strategies of MSMEs during covid-19 pandemic in Manado. The analytical method used is Descriptive. Based on the results of the analysis and discussion The impact of covid-19 caused a very drastic decline in sales, especially in the micro business sector in the city of Manado, this happened because of the fear of consumers about the pandemic which made them afraid to leave the house which made the marketing sector especially in micro businesses bad. The survival strategy carried out by micro-enterprises in the city of Manado is that some of them have prepared emergency funds and they are promoting to regular customers by offering products and of course by implementing good health protocols so as to win back the trust of consumers.