Peningkatan Pendapatan UMKM melalui Perspektif Budaya pada Masa Pandemi COVID-19 di Kecamatan Sangkapura
Keywords:
MSME, Revenue, Culture, COVID-19 PandemicAbstract
The COVID-19 pandemic has had a significant impact on the Micro, Small, and Medium Enterprises (MSMEs) sector. Most MSMEs in Indonesia experienced a decline in revenue due to restrictions on social and economic activities. However, a different phenomenon occurred for MSMEs in Sangkapura District, Gresik Regency, which actually experienced an increase in revenue during the pandemic. This study aims to analyze the increase in MSME revenue through a cultural perspective during the COVID-19 pandemic in Sangkapura District. The research method used was qualitative with a descriptive approach. Data collection was conducted through observation, in-depth interviews, and documentation of 14 MSMEs. The results indicate that cultural values such as mutual cooperation, mutual assistance, kinship, and the culture of migration play a significant role in encouraging product innovation, expanding marketing networks, and enhancing social solidarity, which impacts MSME revenue. This study confirms that local culture is a social capital capable of strengthening MSME economic resilience during times of crisis.
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