Abstract:
The Covid-19 pandemic has resulted in a global health crisis and has had a serious impact on the activities of food micro, small and medium enterprises (MSMEs) in Banjar Regency. Business actors stop production or switch business professions. This study aims to analyze the offer of Pempek Windy Sekumpul Martapura before and during the Covid-19 pandemic, initial survival strategies and future business development strategies. Pempek Windy Sekumpul Martapura is a small and medium micro business actor with pempek, a typical food of Palembang, South Sumatra Province, Indonesia which is made from sago flour, wheat flour and mashed Mackerel fish meat. Pempek is a favorite dish of Indonesian people. This study uses a qualitative approach. The research subject is Pempek Windy Sekumpul Martapura Village, Banjar Regency, South Kalimantan Province, Indonesia. While the object of research is the offer of Pempek Windy Sekumpul Martapura before the Covid-19 Pandemic (2019) and during the Covid-19 Pandemic (2020). The data were obtained from interviews, observations, documentation and supporting data from the Banjar Regency Industry and Trade Office and the Banjar Regency Central Statistics Agency. The data of the Pempek Windy Sekumpul offerings was carried out by the Wilcoxon Test with the help of the SPSS application. The initial defense strategy was carried out descriptive analysis and the Business Development Strategy was carried out SWOT analysis. The results showed that there was no significant difference to the Pempek Windy Offers as a group of Martapura before and during the Covid-19 pandemic. The initial strategy to survive is the very affordable price of pempek, a strategic location, maintaining the availability of production raw materials, prices, solid team work, strong owner character, diverse product marketing system, and customer relationship management to establish good relationships with customers. Strategy
Development in the future is an aggressive strategy by expanding the business and
diversifying products.
