Survival Strategies and Utilization of Digital Business the Micro, Small and Medium Enterprises (MSMEs) Yummy Zi Karawang In The Midst of the Covid-19 Pandemic

Abstract

The purpose of this research is to examine the business strategy of Yummy Zi the Micro Small and Medium Enterprises (MSMEs) and examine the SWOT analysis matrix strategy (Strength, Weakness, Opportunity and Threat) of Yummy Zi MSMEs in the midst of the COVID-19 Pandemic. The research method use descriptive quantitative methods with SWOT analysis techniques, external factors analysis summary, internal factors analysis summary, matrix by conducting in depth interviews on the research object to primary data and secondary data. The results showed that the business strategy by utilizing information technology and digital business through Go Food and social media was not optimal. The defensive strategy applied in this condition is to support an aggressive growth policy (growth oriented strategy). So it is possible to continue to expand, enlarge growth and seize opportunities to the fullest for the advancement of Yummy Zi MSMEs. The results also show that the diversification quadrant, which is also known as the ST strategy, uses its strengths to overcome all existing threats, so it can be concluded that the right strategy to be implemented by Yummy Zi is to improve product quality and innovate products so that they have distinctive characteristics. That are unique and different from other competing businesses.