Marketing in a Pandemic based on the Perspective of Entrepreneurs

Abstract

Beginning in 2020 became an unexpected and challenging beginning for all countries in the world because of the emergence of COVID-19. One of the impacts is the decreasing level of marketing activities in various industries. The objective to be achieved in this research is to explore the conditions experienced by entrepeneurs and the survival strategies undertaken. This research is a descriptive qualitative research. The informants in this study were entrepeneur in various fields. The results of this study indicate that the impact caused by the covid-19 pandemic is decreased sales in food stalls and boarding houses because many students and schools are closed, the existence of food regulations must be brought home to the f & b franchise business, avoiding direct contact with outsiders as is usually done by the artists or MUA, and decreasing the volume of orders at the bakery shop because of regulations prohibited from having a celebration.