The Model Development of Business Strategy of Sme Restaurant Industry During The Covid 19 Pandemic: A Conceptual Model

Abstract

This study aims to develop a business strategy concept for SMEs in the restaurant sector during the COVID 19 pandemic. The approach used is to analyze and synthesize the literature on business strategy and the factors that influence business strategy, namely entrepreneurial orientation and its impact on business performance. The research was conducted on SMEs in the restaurant sector to clarify business strategies during the COVID 19 pandemic. The study results were the development of a conceptual model of business strategies to maintain business performance. The limitation of this article lies in only developing a conceptual model based on previous empirical studies. This research implies that it can help the next researcher to test the validity of the resulting model.