Designing MSMEs Strategies to Survive in the New Normal Era with a SWOT-TOPSIS Approach

The COVID-19 pandemic has had a significant impact on various sectors such as the healthcare system, tourism, trade, industry and economy sector especially economic activities of MSMEs. MSMEs are very vulnerable to being affected by business disruptions, because they indirectly related tourism sector, transportation culinary industry.However, in this pandemic, lack resilience flexibility due several things, low level digitalization, difficulties accessing technology understanding strategies survive business.So overcome challenge, need make accurate plans strategies, so that companies can find out their strengths weaknesses well opportunities threats.SWOT analysis is used obtain information derived from company's internal external environmental situations.This needed help develop recognizing taking advantage every existing opportunity avoiding or minimizing threats market competition.This research uses SWOT TOPSIS methods. begins weighting ranking factors method sort priorities alternatives selected strategy.The results show alternative be applied create innovative new products, expand sales areas, increase promotions, turn processes digital using online platforms expanding areas.