Adaptasi dan Inovasi Bisnis Dalam Menghadapi Dampak Pandemi Covid 19

Taufik Taufik, Meli Andriyani, Iwan Kurniawan, Miralda Indiarti

Abstract


Pandemi Covid 19, berdampak pada kegiatan bisnis beragam industri termasuk UMKM. Selain banyak entitas bisnis yang mengalami kerugian bahkan tutup, di sisi lain juga ditemukan adanya entitas bisnis yang mampu bertahan dan berkembang. Penelitian ini bertujuan untuk mengetahui dan menganalisi aspek apa saja yang diperlukan dalam adaptasi dan inovasi bbisnis dalam menghadapi dampak pandemic Covid 19 guna mempertahankan eksistensi dan mengembangkan entitas bisnis. Metode penelitian yang digunakan adalah deskriptif kualitatif. Data yang digunakan adalah data sekunder yang bersumber dari studi literatur dan referensi pendukung lainnya. Analisa data melalui pendekatan metode deskriptif kualitatif. Data Sekunder yang digunakan pada interval 2019 sampai 2021. Kegiatan dokumentasi dan tahapan Penelitian dilakukan pada September sampai November 2021. Bisnis yang mampu bertahan, dan meraih pertumbuhan positif umumnya adalah setiap entitas bisnis yang menyadari pentingnya adaptasi terhadap dinamika pasar dan kebijkan yang berlaku serta secara berkesinambungan dalam mengembangkan kesadaran dan kemampuan mengaplikasikan inovasi digital, baik berupa digital business, digital marketing pada e-commerce dengan memanfaatkan internet, juga inovasi produk yang berorientasi pada adaptasi dari dinamika kebutuhan, keinginan dan ekspektasi target pasar. Aspek penting lainnya berupa upaya memahami dan menjalin kesesuuain yang baik dengan konsumen melalui CRM yang disesuaikan dengan jenis, skala, dan kapsitas usaha.

Kata kunci:

Covid 19; bisnis; inovasi; adaptasi; UMKM; CRM.

 

ABSTRACT

 

The Covid-19 pandemic has impacted business activities in various industries, including MSME. In addition to many business entities that experienced losses and even closed, on the other hand, it was also found that there were business entities that were able to survive and thrive. This study aims to find out and analyze what aspects are needed in business adaptation and innovation in dealing with the impact of the Covid-19 pandemic in order to maintain the existence and develop business entities. The research method used is descriptive qualitative. The data used is secondary data sourced from literature studies and other supporting references. Data analysis through qualitative descriptive method approach. Secondary Data used in the interval 2019 to 2021. Documentation activities and the Research phase are carried out in September to November 2021. Businesses that are able to survive, and achieve positive growth are generally any business entity that realizes the importance of adapting to market dynamics and applicable policies and on an ongoing basis in developing awareness and ability to apply digital innovation, both in the form of digital business, digital marketing in e- commerce by utilizing the internet, as well as product innovation oriented to adapting to the dynamic needs, desires and expectations of the target market. Another important aspect is the effort to understand and establish a good relationship with consumers through CRM that is tailored to the type, scale, and capacity of the business.

Keywords:

Covid 19; Business; Innovation; Adaption; MSME; CRM.

 


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DOI: http://dx.doi.org/10.33370/prc.v5i0.631

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