Innovation as a Determinant Facing the Covid-19 Pandemic (Qualitative Study on “Beckrem – Bebek Rempah Semarangan”)

Abstract

During the Covid-19 pandemic, many enterprises made innovations to attract consumers and increase competitiveness to maintain their businesses. "Beckrem-Bebek Rempah Semarangan" is one of the enterprises that innovate as a survival strategy. This qualitative study reveals the strategy's dimensions of direct observation, focus group discussion, and in-depth interviews with the culinary business actors. This study shows that innovation is a determining factor for enterprises to survive during the Covid-19 pandemic. They must make renovations before launching innovation, implementing comprehensive product and service innovations, making innovations based on consumer wants and needs, and online marketing.