Strategi Adaptasi UMKM Kuliner Pada Masa Pandemi Covid-19 (Studi Kasus: Rumah Makan Haji Masduki, Pekalongan)

The Covid-19 pandemic has forced culinary business to adapt their strategies in order keep continuous operation. Haji Masduki Restaurant is one example of the MSMEs that are much impacted by and struggle be survive. This study aims formulate an adaptation strategy for during pandemic. Adaptation can implemented Rumah Makan identifying strengths, weaknesses, opportunities threats able maintain develop a method used this analysis internal environment external environment, then alternative made using SWOT best selected Analythical Hierarchy Process (AHP). results with highest score improve product service innovation AHP method. Thus, focus on increasing restaurant services. Keywords: strategy, AHP, covid-19 pandemic, MSME,