Traditional food business surviving strategy during the COVID-19 Pandemic in Indonesia: A case study of a small traditional food business-Pempek MINIAMPERA

Abstract

The Business owner is facing the same problem and looking for a solution to survive in the Covid-19 Pandemic situation. The massive movement from traditional to digital done by many businesses to hang on. The movement becomes the only one make sense strategy in this situation. Nevertheless, the problem is not all of the business types suitable for being digital. Moreover, many small businesses and traditional businesses do not have enough resources to become digital. Refuse to death, some traditional small businesses in Indonesia, trying to find out the other solution. Could the business survive or slowly dying to death? What is the survival strategy that uses in traditional business? Using a case study on a small traditional food business, namely Pempek MINIAMPERA, this research aims to determine how this business could survive during the pandemic? The shocking finding from the MINIAMPERA is that the business is not moving their activity to digital but could create maximum profit at a stable rate. This research provides the detail of the survival innovation strategy implemented by MINIAMPERA that called as personal neighborhood selling approach strategy. Because of the research done in the traditional food business, the strategy may be different and not suitable for other kinds of business and different countries with different cultures from Indonesia.