The Resilience of Small and Medium Businesses in Gowa District During the Covid-19 Pandemic

Abstract

This study aims to analyze the Covid-19 pandemic as a determinant of the stagnation and turbulence of small and medium enterprises. The impact on business development. strengthening human resource capacity. marketing. direct and indirect effects of policy implementation. business productivity. technology on business performance. and SME sustainability. This study uses a quantitative approach to the survey method. Data were obtained through observation, documentation, and questionnaires distributed to 379 respondents from 18 Sub-districts in Gowa Regency. The results of the study show that policy implementation. SME productivity and the use of digital technology positively influence SME performance with a determination coefficient of 32.43% and SME business sustainability of 52.8%. The total of SMEs in Gowa Regency is 7.424 units consisting of 2.304 small businesses and 5.120 medium businesses. The total of SMEs in the Gowa Regency contributes to the Gross Domestic Product. This research recommends the strategy of managing SMEs and the sustainability of SMEs in Gowa Regency, South Sulawesi, Indonesia. The development of the number of businesses and the ability to diversify products is one of the achievements in improving the performance of SMEs in the Gowa Regency. The ability to see people's declining purchasing power due to Covid-19, many consumers are reluctant to leave the house, so that's where the role is to take advantage of opportunities by improving services.