STRATEGI KOMPETITIF MELALUI PROGRAM PAHLAWAN EKONOMI DALAM PEMBERDAYAAN UMKM PASCA PANDEMI COVID-19 (Studi padaPemerintah Kota Surabaya)

Ayu Aldania; Fitrotun Niswah

doi:10.26740/publika.v9n2.p137-148

Ayu Aldania Universitas Negeri Surabaya
Fitrotun Niswah

DOI: https://doi.org/10.26740/publika.v9n2.p137-148

Keywords: Generic Competitive Strategy, Economic Hero Program, COVID-19

Abstract

Pandemi COVID-19 berdampak pada ekonomi global dan menyebabkan resesi. Ketidakstabilan ekonomi yang disebabkan resesi mempengaruhi keberadaan UMKM. Pahlawan Ekonomi yang memberikan pelatihan dan pendampingan pada pemberdayaan UMKM dapat menjadi salah satu langkah untuk mendorong aktivitas ekonomi negara. Tujuan penelitian ini adalah untuk menggambarkan strategi kompetitif melalui Pahlawan Ekonomi dalam pemberdayaan UMKM pasca pandemic COVID-19. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan deskriptif. Berfokus pada Strategi Kompetitif Generik yang dibagi menjadi tiga strategi yaitu kepemimpinan biaya, diferensiasi, dan fokus. Teknik analisis data menggunakan interaktif kualitatif, yaitu pengambilan data, reduksi data, penyajian data, serta penarikan kesimpulan. Pengumpulan data pada penelitian ini menggunakan wawancara, pengamatan, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi kepemimpinan biaya dan strategi diferensiasi efektif untuk diterapkan di Pahlawan Ekonomi dimasa pandemic COVID-19. Karena tidak hanya mempertahankan UMKM dari resesi, tetapi juga meningkatkan penjualan. Salah satu saran yang dapat diajukan adalah memberikan pelatihan yang berjenjang sesuai kondisi masing-masing UMKM.

Kata Kunci: Strategi Kompetitif Generik, Pahlawan Ekonomi, COVID-19.

The COVID-19 pandemic is impacting the global economy and causing a recession. Economic instability caused by recession affects the existence of MSMEs. Pahlawan Ekonomi provides training and assistance on empowering MSMEs to be one of the steps to encourage the country's economic activities. The purpose of this study is to describe a competitive strategy through Economic Heroes in empowering MSMEs after the COVID-19 pandemic. The research method used is qualitative with a descriptive approach. Focusing on Generic Competitive Strategies which are divided into three strategies namely cost leadership, differentiation, and focus. The data analysis technique used interactive qualitative, namely data collection, data reduction, data presentation, and drawing conclusions. Collecting data in this study using interviews, observations, and documentation. The results showed that the cost leadership strategy and differentiation strategy were effective to be implemented in Pahlawan Ekonomi during the COVID-19 pandemic. Because it not only defends MSMEs from recession, but also increase sales. One suggestion that can be put forward is to provide tiered training according to the conditions of each UMKM.

Keywords:Generic Competitive Strategy, Economic Hero Program, COVID-19

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