A STRATEGY TO PROMOTE THE COMPETITIVENESS OF MICRO, SMALL AND MEDIUM ENTERPRISES (MSME) DURING THE CONDITION OF COVID 19 PANDEMICS

The research is aimed to review competitiveness strategies of Micro, Small, and Medium Enterprises (MSME) during the pandemic Covid 19 MSME creative industries Kp. Pelintahan notably. This used primary secondary data a descriptive qualitative approach for criticism analyze latest problems in this 19, which semi-structured interviews, participative observation, questionnaires accumulation technic. Then AHP (Analytical Hierarchy Process) method continued with SWOT analysis formulate strategy solving it. respondence about ten employees Pelintahan. result 0,49 IFAS -1,54 EFAS. Based on Matrix, Creative Industries position 2nd Quadran rating, can take advantage even little strength minimize terrifying threat. Diversification Strategy their salespeople market products Pelintahan, reached out Sumatera except Lampung.