PENGEMBANGAN STRATEGI BERTAHAN UMKM BATIK DI KOTA SEMARANG PADA MASA PANDEMI COVID-19

<em>The impact of the COVID-19 pandemic on MSME entrepreneurs was felt in Semarang. The clusters most affected by are Milkfish, Culinary and Batik clusters. Especially for MSMEs cluster Semarang City before crisis caused Covid 19, business conditions batik village have also experienced a decline sales. development strategy can be applied as one survival strategies, especially MSMEs. research method used this study is qualitative analysis with exploratory steps participatory observation techniques. This uses SWOT tool formulating strategies to survive midst using list questionnaires. results survey that been carried out show during which began spread Indonesia early 2020 until now, craftsmen very significant turnover. From data, it seen there 47% artisans who decrease 81% even up 100%, while lowest turnover 21% 40% 6% respondents artisans. perspective Porter's Competitive Power Model, Cluster actors problems terms traditional competitors, where their competitors fellow entrepreneurs. next problem presence newcomers, not uncommon people laid off from jobs or experience setbacks try find new opportunities cultivate</em>