STRATEGI MENJAGA MOTIVASI PELAKU UMKM KULINER DALAM BERADAPTASI DITENGAH PANDEMI VIRUS COVID-19

Abstrak

The main purpose of this article is to broaden insights on how to keep motivating culinary MSMEs to adapt amid pandemic Covid-19 by reviewing the existing literature and using a qualitative methodology to support this research. The results of our analysis are in the form of recommendations related to strategies to maintain the motivation of culinary MSME players in adapting amid the Covid-19 pandemic, using marketing through social media in the form of Instagram, Facebook, WhatsApp, collaborating with online transportation service providers such as Gofood and Grab food, innovating culinary products needed by the community during a pandemic, and increase customer trust. Apart from contributing to the existing literature on strategies to maintain the motivation of culinary MSME players in adapting amid a pandemic Covid-19, this study provides recommendations as material for consideration, reference, and implementation in empowering culinary MSMEs for other regions. This is the first paper to analyze strategies to maintain the motivation of culinary MSME players in adapting amid the Covid-19 virus pandemic.