Revealing the impact of covid-19 on MSMEs in the culinary sector

Abstract

Purpose: The study aims to investigate the impact of COVID-19 on culinary entrepreneurs within Micro, Small, and Medium Enterprises (MSMEs) in the Rawamangun district and their business continuity strategies during the pandemic.

Methods: This qualitative study uses a case study approach, collecting data through observation, interviews, and documentation validated via triangulation. The analysis follows the Miles & Huberman model, encompassing data reduction, presentation, and verification.

Findings: The study finds that COVID-19 has caused revenue declines for culinary MSMEs in Rawamangun. Entrepreneurs utilized online platforms (Grab Food, Go Food, Shopee Food) and social media marketing to survive. Emphasizing consumer trust, they ensured products were hygienic and safe while adhering to health protocols like social distancing and cleanliness.

Practical Implications: his research highlights the importance of culinary MSMEs adapting to COVID-19 by using online delivery platforms to maintain sales. Ensuring food hygiene and quality helps rebuild consumer trust and sustain business in a changing market.