Strategi Adaptasi UMKM dalam Menghadapi Krisis Pascapandemi

Studi Kasus Kampung Pie di Kabupaten Sidoarjo

Abstract

The COVID-19 pandemic has had a significant impact on the Micro, Small, and Medium Enterprises (MSMEs) sector, which has been the backbone of the national economy. Kampung Pie in Sidoarjo Regency, as one of the culinary MSME communities, is under heavy pressure due to declining demand, distribution limitations, and capital crisis. This study aims to identify the adaptation strategies carried out by MSME actors in Kampung Pie in dealing with the post-pandemic crisis, as well as the factors that affect the success of these strategies. Using a qualitative approach with case studies, data was collected through in-depth interviews, participatory observations, and documentation. The results of the study show three main strategies adopted, namely: operational and marketing adjustments, strengthening community social networks, and digital transformation through independent learning. This adaptation not only reflects a response to external pressures, but also shows innovation, community solidarity, and high learning ability among MSME actors. This research provides a theoretical contribution in the enrichment of the literature on adaptation of MSME organizations with a local socio-cultural perspective, as well as a practical contribution to local governments and companion institutions in designing community-based and digital MSME empowerment programs.