Sustainability of Culinary Micro and Small Business during the Covid-19 Pandemic, in Jagakarsa District, South Jakarta

Abstract

This study aims to analyze the effect of product, price, target market changes, and online promotion on the business continuity of micro and small culinary business actors in Jagakarsa District, South Jakarta. The population in this study is micro-scale business actors in the culinary field located in the Jagakarsa District, South Jakarta, with 128 respondents. Researchers used Partial Least Square (PLS) as a technique to analyze measurements with a structural model. This type of research is descriptive quantitative with the method used is a direct survey and using google form and the results of this study indicate that the four variables which include product, price, changes in the target market, and online promotion have a significant and positive effect on the sustainability of micro-enterprises. and small culinary delights in Jagakarsa sub-district, South Jakarta. The implication for culinary micro and small businesses in Jagakarsa sub-district, South Jakarta is to be able to improve and maintain product quality by placing competitive prices and reaching consumers as well as increasing active online promotions to maintain business continuity during the Covid-19 pandemic.