STRATEGI INOVASI: BAGAIMANA USAHA KECIL PEREMPUAN BISA BERTAHAN HIDUP DI MASA PANDEMI

Priyastiwi, Priyastiwi STRATEGI INOVASI: BAGAIMANA USAHA KECIL PEREMPUAN BISA BERTAHAN HIDUP DI MASA PANDEMI. In: SEMINAR NASIONAL DAN CALL FOR PAPER 2021: Strategi Pemulihan UMKM Pasca Pandemi Covid-19. STIE Widya Wiwaha, Yogyakarta, pp. 168-183. ISBN 978-623-99100-0-6

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Abstract

This study investigates the impact of the corona crisis (COVID 19) on the viability of women's micro-enterprises. This research also explores the innovative strategies adopted by these women to stay in their business. This research uses a multi-method approach, namely a combination of quantitative and qualitative methods. The study was conducted using a survey method by distributing questionnaires for small women entrepreneurs. The research results obtained 82 small female entrepreneurs to collect quantitative data. To analyze quantitative data using frequency distribution and Chi-Square analysis. The study also conducted semi-structured interviews with 12 surviving female entrepreneurs to collect qualitative data in analyzing qualitative data using interpretive methods. The main research results show decreased performance during social restrictions, as indicated by a decrease in monthly sales figures. On the other hand, female entrepreneurs maintain business and increase sales during a crisis. Female entrepreneurs are more likely to use digital marketing promotion, lower operational costs, collaboration, and other methods. This study highlights that the innovation strategies implemented by women entrepreneurs are beneficial for companies to survive. Furthermore, the identified innovation strategies can help female entrepreneurs who aspire to stay during the economic crisis. Keywords: Crisis COVID 19, Small Women Entrepreneurs, Innovation strategies, Survival

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