TITLE:
AUTHORS:
Imaduddin Murdifin
DOI: 10.5110/77. 1120 Page: 41-56 Vol: 19 Issue: 03 Year: 2024
ABSTRACT
The COVID-19 pandemic has had a significant negative impact on the growth of Micro, Small, and Medium Enterprises over the last two years. Micro, Small, and Medium including CoffeeShop 148 among the affected sectors, face various challenges. This study aims to explore and understand the specific business strategies adopted by CoffeeShop 148 to navigate the post-pandemic era. It used a descriptive qualitative approach to achieve this, with the founders/owners of CoffeeShop 148 participating in this study as the primary source of information to improve sales that have fallen during the COVID-19 pandemic. Data collection methods include interviews, observation, and documentation, providing a comprehensive insight into the findings. The data analysis process consists of several stages including data collection, data reduction, data display, category description, and result validation. The results of this research are very significan as they explain how CoffeeShop 148 has adapted its business approach amidst the challenges posed by the pandemic and provide valuable insights that can be useful for other Micro, Small, and Medium wishing to thrive in a post-pandemic landscape.
Keywords:
Business Strategy, Sales, COVID-19, Micro, Small, and Medium Enterprises
Received: 16 February 2024
Accepted: 27 February 2024
Published: 05 March 2024
