Revolutionizing Resilience: MSMEs' Journey with Digital Strategies in Post-Pandemic Recovery

Sarif, Reza, Susanto, Rosya Mawaddah, Retnasih, Nora Ria ORCID: https://orcid.org/0000-0001-5915-8871 and Segaf, Segaf ORCID: https://orcid.org/0000-0003-0017-1021 (2023) Revolutionizing Resilience: MSMEs' Journey with Digital Strategies in Post-Pandemic Recovery. JMK (Jurnal Manajemen dan Kewirausahaan), 8 (3). pp. 203-218. ISSN 2477-3166

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Abstract

The Covid-19 pandemic that has occurred since 2020 has resulted in many business sectors experiencing a decline in performance, some have even been forced to go bankrupt. This study aims to determine the digital-based strategy implemented by Small, Micro, and Medium Enterprises (MSMEs) in Malang City to maintain their business amid economic uncertainty due to the health crisis. The method used in this research is descriptive qualitative with primary data sources. This research technique uses interview techniques with informants who are determined by purposive sampling based on certain criteria. The results of the study show that the digital strategy carried out by MSMEs during the economic recovery is digital marketing. By implementing this strategy, the business changes made by MSME actors are quite significant. This can be seen from the increase in income compared to during the pandemic. This study concludes that digital-based strategies are enough to help MSME players recover post-pandemic income through digital marketing.

Item Type:	Journal Article
Keywords:	Digital-Based Strategy; Covid-19; MSMEs
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150312 Organisational Planning and Management 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150314 Small Business Management 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Segaf Segaf
Date Deposited:	19 Nov 2023 22:42

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