Strategi Adaptasi UMKM Kuliner Pada Masa Pandemi Covid-19 (Studi Kasus: Rumah Makan Haji Masduki, Pekalongan)

The Covid-19 pandemic has forced culinary business to adapt their strategies in order to keep continuous operation. Haji Masduki Restaurant is one example of the MSMEs that are much impacted by the pandemic and struggle to be survive. This study aims to formulate an adaptation strategy for the Haji Masduki Restaurant during the Covid-19 pandemic. Adaptation strategies can be implemented by Rumah Makan Haji Masduki by identifying strengths, weaknesses, opportunities and threats to be able to maintain and develop a business in the pandemic. The method used in this study is an analysis of the internal environment and the external environment, then an alternative strategy is made using a SWOT analysis and the best strategy is selected using the Analythical Hierarchy Process (AHP). The results of this study are the adaptation strategy with the highest score is to maintain and improve product and service innovation with an AHP method. Thus, Haji Masduki Restaurant can focus on increasing product innovation and restaurant services. Keywords: adaptation strategy, AHP, covid-19 pandemic, MSME, SWOT analysi

Tingkat Recovery dan Resiliensi UMKM Kuliner Kota Pekalongan Pascapandemi Covid-19

Due to the significant impact of the Covid-19 pandemic, culinary MSMEs must be able to survive and continue their business. This study aims to analyze the condition of culinary SMEs in Pekalongan and the indicators that play the most role in shaping the recovery and resilience of culinary SMEs in Pekalongan. This study used a non-probability sampling method involving 103 respondents from Pekalongan Culinary actors with several parameters distributed through online questionnaires and in-person interviews. The data was processed by Principal Component Analysis (PCA) using SPSS 20. The results of this study are that culinary SMEs in Pekalongan City have not recovered in terms of profit and sales. Furthermore, based on the PCA results, the indicators that play the most role in shaping the level of recovery and resilience of Pekalongan Culinary MSMEs are divided into eight main components, namely planning, preparedness, and financial support (PC1), technology utilization (PC2), ability to change (PC3), management support and communication (PC4), business environment (PC5), business orientation (PC6), business responsiveness (PC7), and creativity and innovation (PC8). Therefore, culinary MSMEs in Pekalongan can increase their business inputs by optimizing the eight main components that make up the level of recovery and resilience of Pekalongan culinary MSMEs. Keywords: Covid-19 post-pandemic, descriptive analysis, PCA, recovery level, resilience leve