The world is experiencing pandemic covid-19 including Indonesia. This call to prevent the chain of viral dissemination requires people to stay in their homes. This impacted economic instability and one of its impacts is umkm. To do so requires a survival strategy for umkm to be able to maintain its business in the midst of this pandemic. The method of research used in this study is a qualitative analysis with an exploratory step with a technique of participative observation. The study recommends strong sales strategies to implement e-commerce, to do digital marketing, to improve product quality and boost services and connect and optimize customer marketing relationships. The results of this study are important to understand and be adopted by umkm actors, and it is hoped that umkm will always be responsive to and responsive to environmental changes in order to survive
