Pengaruh Fleksibilitas Strategis terhadap Kebertahanan Bisnis UMKM Restoran di Masa Pandemi Covid-19 (Studi Kasus: Kota Surabaya)

Wardah, Tasya Arihul (2023) Pengaruh Fleksibilitas Strategis terhadap Kebertahanan Bisnis UMKM Restoran di Masa Pandemi Covid-19 (Studi Kasus: Kota Surabaya). Diploma thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi COVID-19 telah meluluh lantahkan segala aspek, mulai dari kesehatan, pertanian, hingga ekonomi. Pandemi COVID-19 tentunya sangat berdampak bagi segala lapisan masyarakat, mulai dari masayarakat tingkat ekonomi rendah hingga tinggi. Hal ini cukup berdampak bagi bisnis UMKM di Indonesia, salah satunya kuliner. Industri kuliner merupakan salah satu industri pariwisata yang memiliki dampak paling besar diantara industri lainnya. Hal ini disebabkan oleh pembatasan sosial yang menyebabkan restoran tidak bisa melakukan layanan dine-in dan hanya bisa melakukan layanan take-away. Pengusaha atau manajer restoran harus melakukan strategi bertahan dan inovasi demi keberlangsungan bisnis kuliner agar tidak terjadi kehancuran dalam bisnis. Sebanyak 43% bisnis kuliner mengalami penurunan pendapatan dimasa pandemi ini. Analisis yang digunakan yaitu menggunakan analisis PLS-SEM dengan mengumpulkan sebanyak 163 responden dengan satu responden yang terdiri dari satu UMKM dengan 159 data yang memiliki kriteria pemilik UMKM atau manajer restoran di area kota Surabaya, telah mendapatkan bantuan dari pemerintah, dan tetap melanjutkan usaha di masa pandemi yang digunakan sebagai data penelitian. Hasil penelitian menunjukkan bahwa strategic flexibility berpengaruh terhadap marketing innovation dan process innovation, marketing innovation tidak berpengaruh terhadap business survival, process innovation berpengaruh terhadap business survival, serta government support tidak memoderasi hubungan antara marketing innovation dan process innovation terhadap business survival.========================================================================================================================

The COVID-19 pandemic has devastated all aspects, from health, agriculture to the economy. The COVID-19 pandemic has certainly had an impact on all walks of life, from low to high economic levels. This has quite an impact on MSME businesses in Indonesia, one of which is culinary. The culinary industry is one of the tourism industries that has the greatest impact among other industries. This is due to social restrictions which prevent restaurants from serving dine-in services and can only provide take-away services. Entrepreneurs or restaurant managers must carry out survival and innovation strategies for the continuity of the culinary business so that there is no collapse in the business. As many as 43% of culinary businesses have experienced a decrease in income during this pandemic. The analysis used is PLS-SEM analysis by collecting 163 respondents with 159 data that have the criteria of MSME owners or restaurant managers in the Surabaya city area, have received assistance from the government, and continue to do business during the pandemic which is used as research data. The results showed that strategic flexibility had an effect on marketing innovation and process innovation, marketing innovation had no effect on business survival, process innovation had had an effect on business survival, and government support had not moderated the relationship between marketing innovation and process innovation on business survival

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	strategic felxibility, buainess sruvival, restaurant, UMKM, PLS SEM fleksibel strategis, kebertahanan bisnis, restoran MSMEs, PLS SEM
Subjects:	H Social Sciences > HB Economic Theory > HB615 Entrepreneurship. H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HC Economic History and Conditions > HC79.E5 Sustainable development. (circular economy)
Divisions:	Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Tasya Arihul Wardah
Date Deposited:	15 Feb 2023 01:58
Last Modified:	15 Feb 2023 02:01
URI:	http://repository.its.ac.id/id/eprint/97323

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