SURVIVAL STRATEGY PRODUSEN TAHU DI KECAMATAN KRAMATWATU KABUPATEN SERANG BANTEN ERA PANDEMI COVID 19

Abstract

The world is experiencing a COVID-19 pandemic including Indonesia. The appeal to prevent the chain of spreading this virus requires people to stay at home. In various regions in Indonesia it causes many impacts, one of them is tofu producers in Kramatwatu District, Serang Regency, Banten. This research was conducted to find out how the survival strategy carried out by tofu producers in order to continue to exist and survive in the midst of the covid-19 pandemic that hit Indonesia. This study uses a qualitative method with a case study approach. From the results of this study, it can be seen that in running their business, tofu producers use various strategic ways in dealing with tofu industry competition in the era of the covid-19 pandemic. n the promotion strategy, tofu producers use a promotional mix such as public relations and publications, direct marketing, personal selling and shorty (business links).