Hybrid Process ; Defense Strategies For Micro, Small and Medium Enterprises In The Pandemic

Abstract

AbstractHybrid Process, Marketing Strategy, Micro, Small and Medium Enterprises (MSMEs)Covid Pandemic -19 has destroyed all sectors, including the economic sector, especially micro, small and medium enterprises (MSMEs). In the midst of economic uncertainty, digitalization plays a very important role for MSMEs players to survive and grow significantly. This research is intended to see the extent to which business actors design and run online and offline business processes (Hybrid Processes) to survive in the midst of a pandemic. The research approach uses a quantitative approach with an explanatory survey of 100 small business actors in Ciamis district, West Java province. The data analysis technique used is regression analysis with the help of SPSS data processing software. The results show that business actors who combine online and offline strategies (Hybrid Strategy) are proven to be able to survive and achieve significant business growth, besides that this strategy is able to create a new ecosystem that supports MSMEs growth and economic growth