Analisis Strategi Penguatan Usaha Kecil Menengah Pada Masa Pandemi Covid-19 di Kota Medan

It cannot be denied that micro, small and medium enterprises have a strategic role in the country's economic system, among these roles are absorbing local resources wider employment opportunities contributing to efforts alleviate poverty. Based on data from Ministry of Cooperatives SMEs Republic Indonesia 2017, workforce absorbed MSMEs was 97.02%. This figure increased previous year 112,828,610 people. The city Medan has potential for very rapid growth, Central Statistics Agency (BPS) noted economy 2018 grew by 5.92%. Even though micro-businesses is potential, various problems still surround micro-businesses, making it difficult develop. As an foundation, MSME sector most affected Covid-19 outbreak due absence activities outside home study intends identify analyze faced Small Medium Enterprises strategies their strengthening during Covid 19 Pandemic City. research qualitative with literature review which conducted July-November 2020. type used secondary object being actors. results showed sales products decreased 68% difficulty obtaining raw materials delays distribution process as well difficulties capital resulted slowing down production 16% total number Medan. strategy Rapid Skimming setting high promotion prices, or vice versa, namely Low Penetration strategy, low product prices promotions versa Slow strategy.