Strategi Bertahan Perusahaan di masa Pandemi Covid-19

Abstract

ABSTRAK

Pandemi covid-19 berdampak buruk bagi kehidupan manusia, tidak terkecuali pada sektor perusahaan. Karena adanya covid-19 perusahaan mengalami berbagai masalah seperti terganggunya operasional perusahaan, penurunan daya jual produk, penurunan pendapatan, dan lain – lain. Diperlukan strategi bagi perusahaan untuk menghadapi permaslahan – permasalahan yang ditimbulkan karena adanya pandemi covid-19. Tujuan penelitian ini untuk mengetahui dan menganalisa bagaimana strategi perusahaan untuk betahan di masa pandemi covid-19. Metode penelitian yang dilakukan adalah studi literatur. Teknik pengumpulan data dilakukan dengan meresume beberapa artike ilmiah yang relevan dengan pokok permasalahan yaitu strategi bertahan perusahaan di masa pandemi covid-19. Hasil penelitian menunjukkan 15 dari 100 perusahaan cenderung melakukan diversifikasi usaha selama pandemi covid-19. Tiga sektor yang perusahaannya paling banyak melakukan diversifikasi usaha adalah industri pengolahan penyediaan akomodasi, makanan maupun minuman, perdangan reparasi kendaraan. Perusahaan juga menerapkan protokol kesehatan untuk adaptasi kebiasaan baru di lingkungan kerja, penerapan protokol meliputi penerapan physical distancing, menyediakan sarana sinitasi, penerapan wajib masker. Berbagai macam strategi yang bisa di lakukan perusahaan untuk bertahan di masa pandemi selain diversifikasi adalah dengan menerapkan E-commerce dan Digittal Marketing untuk pemasaran produk perusahaan. Berbgai strategi dilakukan perusahaan dilakukan dalam uapaya mempertahankan perusahaan di masa pandemi covid-19.

Kata Kunci: Strategi, Bertahan, Perusahaan, Covid-19

ABSTRACT

The Covid-19 pandemic has a bad impact on human life, including the corporate sector. Due to the existence of Covid-19, the company experienced various problems such as disruption of company operations, decreased product selling power, decreased income, and others. A strategy is needed for companies to deal with problems - the problems caused by the covid-19 pandemic. The purpose of this research is to find out and analyze how the company's strategy is to survive during the Covid-19 pandemic. The research method used is literature study. The data collection technique was carried out by summarizing several scientific articles relevant to the subject matter, namely the company's survival strategy during the Covid-19 pandemic. The results showed that 15 out of 100 companies tended to diversify their businesses during the Covid-19 pandemic. The three sectors whose companies diversify their business the most are the manufacturing industry for the provision of accommodation, food and beverages, and the trade in vehicle repair. The company also implements a health protocol for the adaptation of new habits in the work environment, the application of the protocol includes the application of physical distancing, provides a means of meditation, the mandatory application of masks. Various kinds of strategies that companies can do to survive a pandemic in addition to diversification are by implementing E-commerce and Digittal Marketing for marketing company products. Various strategies are carried out by the company in order to defend the company during the Covid-19 pandemic.

Keywords: Strategy, Defense, Company, Covid-19