Analysis of the Competitive Advantage of SMEs During the Covid-19 Pandemic

The Covid-19 pandemic has caused Indonesia's economy to deteriorate since 2020. To deal with the economic crisis due to the impact of the pandemic, every UMKM need to know their competitive advantage. Competitive advantage is used by companies to compete with each other by managing their resources and capabilities. This research is a type of qualitative descriptive research using VRIO (Value, Rarity, Imitability, and Organization) analysis techniques.  The purpose of this research is to find out the internal condition of a company, in this case it is UMKM Bintang Mahkota Convection in the face of the Covid-19 pandemic. The results showed that Bintang Mahkota Konveksi has internal resources in the form of tangible and intangible companies. UMKM Bintang Mahkota Konveksi can maintain and develop its resources and capabilities in the form of modern technology, strategic business locations, extensive warehouses, strong relationships with suppliers, experienced employees, and the skills to build relationships with suppliers in order to survive the Covid-19 pandemic

THE EFFECT OF SERVICE QUALITY, PROMOTION, AND PRICE ON CUSTOMER SATISFACTION OF GOJEK USERS

Transportation is one of the service sectors that has changed due to the development of internet technology. If initially there was only conventional transportation, now online-based transportation appears. As time goes by, more and more online transportation companies are struggling with one another to win the hearts of consumers. Customer satisfaction is one of the important factors that needs to be considered in running a business if you want to be sustainable. This study aims to determine the effect of service quality, promotion, and price on consumer satisfaction of Gojek users in Magelang. This study uses a quantitative approach by distributing questionnaires to 100 respondents as a sample based on the purposive sampling method. Questionnaires were distributed to 100 respondents who have used Gojek's online transportation services for at least the last 3 months and are domiciled in Magelang. The data that has been collected is then processed using the SPSS version 25 data processing application and analyzed using the Classical Assumption Test and Multiple Linear Regression Test. The results showed that service quality had a significant effect on consumer satisfaction, promotion had a significant effect on consumer satisfaction, and price was also significant on consumer satisfaction. Simultaneously, the variables of service quality, promotion, and price have a significant effect on consumer satisfaction of Gojek users in Magelang

ANALISIS KEUNGGULAN KOMPETITIF UMKM DIMASA PANDEMI COVID 19

Pandemi Covid-19 menyebabkan perekonomian Indonesia memburuk sejak tahun 2020. Untuk menghadapi krisis perekonomian akibat dampak pandemi, setiap UMKM perlu mengetahui keunggulan kompetitif yang dimilikinya. Keunggulan kompetitif digunakan perusahaan untuk bersaing satu sama lain dengan cara mengelola sumber daya dan kemampuan yang dimiliki. Penelitian ini merupakan jenis penelitian deskriptif kualitatif dengan menggunakan teknik analisis VRIO (Value, Rarity, Imitability, and Organization). Tujuan penelitian ini adalah  untuk mengetahui kondisi internal suatu perusahaan, dalam kasus ini adalah UMKM Bintang Mahkota Konveksi dalam menghadapi pandemi Covid-19. Hasil penelitian menunjukan bahwa Bintang Mahkota Konveksi memiliki sumber daya internal perusahaan yang berupa tangible dan intangible. UMKM Bintang Mahkota Konveksi dapat mempertahankan dan mengembangkan sumber daya dan kapabilitas yang dimilikinya berupa teknologi modern, lokasi usaha yang strategis, gudang yang luas, relasi kuat dengan supplier, karyawan yang berpengalaman, dan skill membangun relasi dengan supplier agar dapat bertahan ditengah pandemi Covid-19.The Covid-19 pandemic has caused Indonesia's economy to deteriorate since 2020. To deal with the economic crisis due to the impact of the pandemic, every UMKM need to know their competitive advantage. Competitive advantage is used by companies to compete with each other by managing their resources and capabilities. This research is a type of qualitative descriptive research using VRIO (Value, Rarity, Imitability, and Organization) analysis techniques.  The purpose of this research is to find out the internal condition of a company, in this case it is UMKM Bintang Mahkota Convection in the face of the Covid-19 pandemic. The results showed that Bintang Mahkota Konveksi has internal resources in the form of tangible and intangible companies. UMKM Bintang Mahkota Konveksi can maintain and develop its resources and capabilities in the form of modern technology, strategic business locations, extensive warehouses, strong relationships with suppliers, experienced employees, and the skills to build relationships with suppliers in order to survive the Covid-19 pandemic