SWITCHING STRATEGY AS AN EFFORT TO SURVIVE DURING THE PANDEMIC (BUSINESS IN THE CITRUS PLANTATION SECTOR)

Abstract

The agricultural sector has an important role in national economic development because of the abundant potential of natural resources and can support economic growth in rural areas. According to the Center for Agricultural Data and Information Systems, the Indonesian Ministry of Agriculture in 2020 stated that during the Covid-19 pandemic, the agricultural sector in Indonesia has proven to be a mainstay in stabilizing the country's economy. Until 2020, Bocek Village is the only village in Karangploso District, Malang Regency that does not yet have a Village-Owned Enterprises (VOE). With the Doctoral Service Program (Program Doktor Mengabdi), Bocek Village has established VOE in 2020. The DSP program in Bocek Village aims to create jobs and improve community welfare. The DSP program which is under the auspices of the Institute for Research and Community Service (IRCS) Universitas Brawijaya, is expected to be able to produce Leading Assisted Villages for the development of the agricultural and agro-industrial sectors in Bocek Village. The implementation of the DSP Program in Bocek Village has entered its 2nd year (2021) with a focus on strengthening the role of VOE in developing the community business sector. The team of DSP plans community service activities in the form of strengthening Bocek VOE in agricultural, agro-industry clusters and dissemination of technology and information. An alternative solution for the Bocek VOE business unit is to create a derivative product from citrus fruits, namely orange juice. The raw material for orange juice is the result of the process of sorting ripe oranges that have fallen to the ground. Marketing of citrus fruit juice products is planned by opening a Marketplace that can reach a wider target market. In addition, the potential for online sales can now be said to be more profitable than conventional because it has been supported by the rapidly growing digitalization transformation making online sales and marketing more profitable.