MODEL PENGEMBANGAN USAHA RENDANG MELALUI INOVASI PRODUK & AKSES PERMODALAN PADA MASA PANDEMI COVID -19 DI KOTA PADANG

Ash Shadiq Egim, Alyani Atsarina, Riche Fermayani, Romi Rianto Harahap

Abstract


ABSTRACT

 

Facing economic uncertainty due to the Covid-19 pandemic, Indonesia actually has a Small and Medium Enterprises (MSMEs) sector that can act as a foundation for the national economy and contribute to the revival of the Indonesian economy. The development of MSMEs in Padang City cannot be separated from various problems, especially during difficult times due to Covid-19. There are several problems commonly faced by small and medium entrepreneurs such as limited working capital or access to capital, difficulties in marketing, use of technology and product innovation.

The research method used in this research is qualitative descriptive research type. The research location is determined by purposive method, namely the food industry which is included in the potential category in the city of Padang. The informants in this study are the owners of the food industry. There were 14 informants selected for each location, the details of which were 6 key informants and 8 additional informants. The technique of collecting data was carried out through interviews, observation and documentation, then testing the validity of the data using the source triangulation technique. Data analysis techniques used reduction, presentation and drawing conclusions using the SWOT matrix.

In connection with the various problems faced by MSMEs, using the SWOT matrix can design models in the development of the rendang food business through product innovation and access to capital during the COVID-19 pandemic in the city of Padang. Through product innovation provided to consumers, it will be able to improve product quality, increase uniqueness and differentiation from competitors. This can increase consumer decisions in choosing to buy rendang products. In addition, through smooth and easy access to capital, business actors will get additional capital, especially during the Covid-19 pandemic. Thus they will be able to increase production capacity and optimize the application of the marketing mix in order to meet customer desires so that they decide to buy. The implementation of product innovation and optimal access to capital will occur if supported by the role of the government. Increasing purchasing decisions for rendang products will increase revenue and increase loyal customers and will make the industry grow.

 

Keywords: Development Strategy, MSMEs, Product Innovation, Access to Capital, SWOT




DOI: https://doi.org/10.46576/bn.v4i1.1320

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