Strategi Bertahan UMKM di Tengah Krisis Ekonomi: Perspektif Pelaku Usaha Mikro di Perkotaan
Abstract
This study aims to understand the survival strategies employed by Micro, Small, and Medium Enterprises (MSMEs) in urban areas in response to economic crises. Using a qualitative approach, the research explores the firsthand experiences of micro-enterprise actors in Jakarta, Bandung, and Surabaya. Data were collected through in-depth interviews with 15 business owners from various sectors. The findings reveal that product adaptation, utilization of digital technology, business diversification, and strengthening of social networks are the primary strategies used to survive. This study provides practical insights for policymakers and entrepreneurs in formulating more adaptive policies and strategies to cope with economic crises.
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