STRATEGI PENGUSAHA KONVEKSI DI TINGKIR LOR, SALATIGA MERESPON PANDEMI COVID-19 [STRATEGIES OF ENTREPRENEURS'S CONVECTION IN TINGKIR LOR, SALATIGA IN RESPONDING TO COVID-19 PANDEMIC]

Sally Agustina Raung, Titi Susilowati Prabawa

Abstract


MSMEs play a significant role in development. However, the sustainability of MSMEs is often hampered by the limitation the posses and their survival ability of MSME entrepreneurs is increasingly being tested when a crisis occurs. Asset utilization is one of the strategies needed by MSME entrepreneurs to maintain the sustainability of their livelihoods. This paper uses a qualitative approach to elaborate the survival strategy of garment MSME entrepreneurs in Tingkir Lor, Salatiga City to face of the COVID-19 pandemic. The results of our study shows that the garment MSME entrepreneurs in Tingkir Lor being studied were able to survive by innovating products and marketing and operating the business as usual. Although the garment business conditions tend to be safe, given the characteristics of the pandemic, which is difficult to predict its end, the livelihoods of garment MSME entrepreneurs in Tingkir Lor remain in a vulnerable situation. Long-term Innovations are still needed by MSME entrepreneurs to be able to anticipate changes due to the pandemic.

Abstrak dalam Bahasa Indonesia. UMKM memainkan peranan yang cukup signifikan dalam pembangunan. Namun keberlanjutan UMKM sering terhambat oleh keterbatasan yang dimiliki dan kemampuan bertahan pengusaha UMKM semakin diuji ketika krisis terjadi. Pemanfaatan aset merupakan salah satu strategi yang dibutuhkan oleh pengusaha UMKM untuk mempertahankan keberlanjutan mata pencaharian mereka. Tulisan ini bertujuan untuk menganalisa strategi bertahan yang dilakukan oleh pengusaha konveksi menghadapi krisis di masa pandemi COVID-19. Pada tulisan ini penulis menggunakan pendekatan kualitatif konstruktifis melalui observasi, wawancara mendalam dan studi dokumen untuk mengelaborasi strategi bertahan pengusaha  konveksi di Tingkir Lor, Kota Salatiga dalam menghadapi pandemi COVID-19. Data yang dikumpulkan dianalisa dengan analisa tematik melalui pengelompokan berdasarkan tema-tema yang kemudian dilakukan sintesa. Hasil penelitian kami menunjukkan bahwa pengusaha konveksi di Tingkir Lor yang diteliti mampu bertahan, baik yang melakukan inovasi produk dan pemasaran ataupun yang tidak melakukan inovasi.  Walaupun kondisi usaha konveksi cenderung aman, melihat karakteristik pandemi yang sulit diprediksi kapan berakhirnya, keberlanjutan mata pencaharian pengusaha konveksi di Tingkir Lor tetap dalam situasi rentan. Inovasi-inovasi yang sifatnya jangka panjang tetap dibutuhkan oleh pengusaha UMKM untuk dapat  mengantisipasi perubahan-perubahan akibat pandemi.


Keywords


assets utilization; MSMEs; sustainable livelihood; Tingkir Lor



DOI: http://dx.doi.org/10.19166/derema.v16i2.4115

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