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Analyzing Competitive Strategies in Food SMEs Post Pandemic Covid-19 (Case Study in Madiun Municipality)

Mulyati, Tatik and Utami, Saraswati Budi and Susilo, Hendro (2020) Analyzing Competitive Strategies in Food SMEs Post Pandemic Covid-19 (Case Study in Madiun Municipality). In: The 2nd International Conference on Business and Banking Innovations (ICOBBI) 2020, 14 - 15 Agustus 2020, STIE Perbanas Surabaya.

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Abstract

The Indonesian economy is not immune to world turmoil caused by the Covid19 pandemic because it is an open country. Activity in various sectors and regions has decreased. There is a high risk of moving social and economic activities back to normal. With a variety of limitations, the new normal policy is a necessity and is an opportunity to carry out recovery and economic strengthening, especially in the Micro Small and Medium Enterprises (MSME) sector. This study aims to determine the competitive strategy of food and beverage SMEs in the new normal period after the Covid-19 pandemic in Madiun Municipality through entrepreneurial orientation, product innovation, and Instagram endorsement. The sampling technique uses nonprobability sampling that is purposive sampling of 100 respondents. Data collection techniques through questionnaires and interview. Data analysis technique is done by multiple linear regression. The results showed that the competitive strategy was influenced by product innovation and endorsement Instagram, while the entrepreneurial orientation had no effect in the SME food and beverage sector in Madiun Municipality. The implication is that SMEs are encouraged to change their entrepreneurial orientation, product innovations continue to be made to be more varied and sales activities on social media continue to be improved.

Item Type: Conference or Workshop Item (Paper)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 21 Feb 2017 08:11
Last Modified: 20 Oct 2020 04:40
URI: http://eprints.perbanas.ac.id/id/eprint/458

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