STRATEGI MEMPERTAHANKAN EKSISTENSI USAHA DALAM MENGHADAPI PERUBAHAN POLA KONSUMSI DAN PERILAKU MASYARAKAT DI MASA PANDEMI COVID-19

Abstract

Abstrak: Adanya pandemi covid-19 membuat para pelaku usaha menerapkan berbagai macam strategi demi mempertahankan eksistensi usahanya. Perubahan pola konsumsi dan perilaku masyarakat berdampak pada penurunan penjualan hingga penutupan usaha serta kekhawatiran membuka usaha. Berdasarkan masalah tersebut perlu dilakukan sosialisasi terkait mempertahankan eksistensi usaha dalam menghadapi perubahan yang terjadi. Tujuan dari kegiatan ini adalah terlaksananya kegiatan pengabdian kepada masyarakat dan menambah wawasan kepada pelaku usaha. Metode pelaksanaan kegiatan dilakukan melalui webinar dengan tahapan pra kegiatan, kegiatan, monitoring dan evaluasi. Jumlah peserta kegiatan sebanyak 120 peserta yang terdiri dari mahasiswa program studi Administrasi Bisnis FISIP Universitas Mulawarman. Hasil yang dicapai yaitu 85% diukur berdasarkan wawancara dan data ulasan peserta yang mampu memahami isi materi kegiatan dan menentukan strategi bisnis menyesuaikan dengan perubahan pola konsumsi dan perilaku masyarakat yang terjadi di masa pandemi covid-19. Abstract: The existence of the COVID-19 pandemic has forced business actors to implement various strategies to maintain the existence of their business. Changes in consumption patterns and people's behavior have an impact on decreasing sales and closing businesses as well as concerns about opening a business. Based on these problems, it is necessary to conduct socialization related to maintaining the existence of the business in the face of changes that occur. The purpose of this activity is to carry out community service activities and add insight to business actors. The method of implementing activities is through webinars with pre-activity, activity, monitoring and evaluation stages. The number of participants in the activity was 120 participants consisting of students from the Business Administration study program at Mulawarman University. The results achieved were 85% measured based on interviews and participant review data who were able to understand the content of the activity material and determine business strategies to adapt to changes in consumption patterns and people's behavior that occurred during the covid-19 pandemic.