KEBERLANGSUNGAN USAHA MIKRO DAN KECIL KULINER PADA MASA PANDEMIC COVID-19 (STUDI KASUS DI KECAMATAN JAGAKARSA, JAKARTA SELATAN)

CHANDRA, ARI GIANTIKA (2022) KEBERLANGSUNGAN USAHA MIKRO DAN KECIL KULINER PADA MASA PANDEMIC COVID-19 (STUDI KASUS DI KECAMATAN JAGAKARSA, JAKARTA SELATAN). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aims to analyze the effect of products, prices, changes in target markets and online promotions on the business sustainability of micro and small businesses in Jagakarsa sub-district, South Jakarta with 128 respondents. Researchers used Partial Least Square (PLS) as a technique to analyze measurements and structural models. This type of research is descriptive quantitative with the method used, namely by direct survey and using google form and from the results of this study indicate that the four variables between product, price, changes in target market and online promotion have a significant and positive effect on the business sustainability of micro culinary business actors. small in Jagakarsa sub-district, South Jakarta. The implication for micro and small culinary businesses in Jagakarsa sub-district, South Jakarta is to be able to improve and maintain product quality by placing competitive prices and reaching millennials as well as online promotions to maintain business sustainability during the Covid-19 pandemic. Keywords : Product, Price, Change of Target Market, Online Promotion, Business sustainability Penelitian ini bertujuan untuk menganalisis pengaruh produk, harga, perubahan target pasar serta promosi online terhadap keberlangsungan usaha pelaku usaha mikro dan kecil kuliner di kecamatan Jagakarsa, Jakarta Selatan dengan sebanyak 128 responden. Peneliti menggunakan Partial Least Square (PLS) sebagai teknik untuk menganalisis pengukuran dan model struktural. Jenis penelitian ini adalah deskriptif kuantitatif dengan metode yang digunakan yaitu dengan survey langsung dan menggunakan google form dan dari Hasil penelitian ini menunjukan bahwa keempat variabel di antara nya produk, harga, perubahan target pasar dan promosi online berpengaruh signifikan dan positif terhadap keberlangsungan usaha pelaku usaha mikro kecil kuliner di kecamatan Jagakarsa, Jakarta Selatan. Implikasi untuk pelaku usaha mikro dan kecil kuliner di kecamatan Jagakarsa, Jakarta selatan yaitu agar dapat meningkatkan dan menjaga kualitas produk dengan menempatkan harga secara kompetitif dan menjangkau kalangan milenial serta promosi online secara aktif untuk menjaga keberlangsungan usaha di masa pandemic Covid-19. Kata kunci: Produk, Harga, Perubahan Target Pasar, Promosi Online, Keberlangsungan Usaha

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