Dampak COVID-19 dari Perspektif Keuangan, Sumber Daya Manusia, dan Pemasaran terhadap Kinerja Operasional UMKM: Studi Kasus Pengusaha Makanan dan Minuman di Surabaya

Ammar, Aisy (2021) Dampak COVID-19 dari Perspektif Keuangan, Sumber Daya Manusia, dan Pemasaran terhadap Kinerja Operasional UMKM: Studi Kasus Pengusaha Makanan dan Minuman di Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi COVID-19 telah mendapat perhatian global yang luar biasa. Laporan menunjukkan pandemi ini telah menginfeksi sebanyak 136.043.173 jiwa, berdasarkan data persebarannya, Indonesia termasuk dengan 1,562,868 kasus per 11 April 2021. Kebijakan new normal diterapkan, setelah sebelumnya PSBB, sebagai upaya pemulihan kondisi akibat pandemi COVID-19. Bisnis makanan dan minuman di Indonesia khususnya Surabaya sebagai ibukota provinsi Jawa Timur termasuk yang paling terdampak dikarenakan kebijakan PSBB. Pandemi COVID-19 menimbulkan masalah hampir di semua aspek bisnis, khususnya UMKM, adapun itu adalah dari aspek keuangan atau arus kas yang terganggu akibat pandemi. Akibat pemasukan yang terganggu, otomatis hal ini membuat pengusaha menemui kendala dalam mengelola sumber daya manusia yang dimilikinya. Hal ini mendorong pengusaha UMKM untuk beradaptasi dengan meningkatkan aspek pemasarannya agar bisa tetap bertahan di masa krisis. Penelitian ini bertujuan untuk menganalisis dampak COVID-19 dari tiga aspek yakni keuangan, sumber daya manusia, serta pemasaran sekaligus mencari tahu aspek mana yang paling berpengaruh terhadap kinerja operasional UMKM. Penelitian ini merupakan model penelitian conclusive descriptive – multiple cross sectional dengan pendekatan kuantitatif. Pengumpulan data dilakukan menggunakan kuesioner online yang ditargetkan mendapat 160 responden. Untuk mencapai tujuan penelitian, maka metode yang digunakan pada penelitian ini adalah analisis deskriptif dengan uji hipotesis regresi linier berganda. Hasil menunjukkan bahwa aspek pemasaran, sumber daya manusia, dan keuangan berpengaruh positif signifikan terhadap kinerja operasional UMKM, dengan yang paling besar pengaruhnya selama pandemi COVID-19 adalah aspek pemasaran. Terdapat implikasi manajerial yang dijelaskan untuk pihak pengusaha makanan dan minuman dengan tujuan meningkatkan kinerja operasional usaha mereka, agar tetap bertahan dan berdaya saing tinggi, khususnya di masa pandemi COVID-19 seperti saat ini. ====================================================================================================== The COVID-19 pandemic has received tremendous global attention. Reports show that this pandemic has infected as many as 136,043,173 people, based on distribution data, Indonesia is included with 1,562,868 cases as of April 11, 2021. The new normal policy was implemented, after previously PSBB, as an effort to recover conditions due to the COVID-19 pandemic. The food and beverage business in Indonesia, especially Surabaya as the capital of East Java province, is among the most affected due to the PSBB policy. The COVID-19 pandemic has caused problems in almost all aspects of business, especially MSMEs, as for the financial aspect or cash flow that was disrupted due to the pandemic. As a result of disrupted income, this automatically makes entrepreneurs face challenges in managing their human resources. This encourages MSME entrepreneurs to adapt by improving their marketing aspects in order to survive in times of crisis. This study aims to analyze the impact of COVID-19 from three aspects, namely finance, human resources, and marketing as well as to find out which aspects have the most influence on the operational performance of MSMEs. This research is a conclusive descriptive – multiple cross sectional research model with a quantitative approach. Data was collected using an online questionnaire that was targeted to get 160 respondents. To achieve the research objectives, the method used in this study is descriptive analysis with multiple linear regression hypothesis testing. The results show that aspects of marketing, human resources, and finance have a significant positive effect on the operational performance of MSMEs, with the most influential during the COVID-19 pandemic being the marketing aspect. There are managerial implications described for food and beverage entrepreneurs with the aim of improving their business operational performance, in order to survive and remain highly competitive, especially during the current COVID-19 pandemic.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: COVID-19, Bisnis Makanan dan Minuman, Keuangan, Sumber Daya Manusia, Pemasaran, Kinerja Operasional, UMKM COVID-19, Food and Beverage Businesses, Finance, Human Resources, Marketing, Operational Performance, MSME
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises
H Social Sciences > HF Commerce > HF5549.5.P35 Performance standards
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Aisy Ammar
Date Deposited: 22 Jul 2021 03:15
Last Modified: 22 Jul 2021 03:15
URI: https://repository.its.ac.id/id/eprint/84408

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