Open AccessSTRATEGI MEMPERTAHANKAN USAHA PEDAGANG KAKI LIMA (PKL) DI MASA PANDEMI COVID19
Author(s) -
Hanna Zulhijahyanti,
Kintan Ayu Agnes Safira,
Leonita Lisha Saputri,
Erwin Permana
Publication year - 2021
Publication title -
inovasi: jurnal ilmiah ilmu manajemen
Language(s) - English
Resource type - Journals
ISSN - 2598-4950
DOI - 10.32493/inovasi.v8i1.p21-29.11490
Subject(s) - business , purchasing power , covid-19 , social media , pandemic , purchasing , marketing , political science , infectious disease (medical specialty) , economics , medicine , disease , pathology , keynesian economics , law
One of the informal sector Micro and Small Business actors who feel the significant impact of the Covid-19 pandemic is street vendors (PKL). This study aims to explain the business strategy of street vendors in order to be able to maintain their survival in the businesses that will be carried out (PKL) during the Covid-19 pandemic. This research is included in qualitative research. From the results of the research, the marketing strategy used by street vendors in the midst of the Covid-19 pandemic is by using social media, including Facebook, Instagram, Whatsapp, telegram, and joining other online businesses such as shopee, go-food, and grap- food. By using social media, buyers and traders can easily make transactions without having to touch. it can be explained that the survival strategy can work as expected by paying attention to the purchasing power of consumers during the Covid-19 pandemic.