Analysis of Business Model Transformation in MSMEs To Survive During the Covid-19 Pandemic

Abstract

The phenomenon of the Covid-19 pandemic that occurred in Indonesia not only caused health attacks but also attacked the country's economy. Various fields have been affected by the COVID-19 pandemic and social restriction policies. However, during the pandemic, MSMEs have the opportunity to survive and develop with the support of technological developments in the increasingly advanced digital era and a large number of consumers who have now turned to online sites. This study aims to determine the transformation of MSMEs from conventional businesses to digital-based online businesses during the Covid-19 pandemic. This study used descriptive qualitative method . The results of this study indicate that MSME actors have the opportunity to transform their business from conventional business to digital- based online business with the aim that they can reach wider marketing because it is done online.

Keywords: Transformation, MSMEs, Conventional Business, Digital Marketing