CREATIVE ECONOMY IN THE TIME OF THE COVID-19 PANDEMIC IN COLLABORATIVE GOVERNANCE PERSPECTIVE

This study aims to explore the involvement of Small and Medium Industries (SMI) in increasing creativity and how to manage the creative economy during the Covid-19 pandemic and the Adaptation of New Habits (ANH) supported by survey methods. This research method was use a quantitative survey technique from a large or small population group. It was taken randomly with a total participant of 52 people (facility using the google-form application) as the unit of analysis representing several individuals (customers). The results of the study indicate that the development of SMIs was carried out through strengthening branding in the Creative Economy, Promotion, and Digital Marketing; and mapping out internal and external factors, strengthening a healthy business climate, offering business capital assistance, business protection from the government, seek to develop the strength of business partners, develop promotions, and develop equal cooperation. However, recently, Serang City’s creative economy is faced with obstacles during the Covid-19 Pandemic where SMI entrepreneurs have to collapse and go bankrupt due to the global depression of the Covid-19 pandemic. It takes concrete steps and real efforts from the local government to pay attention to the existence of SMIs in Serang City as a promising source of local economic development. &nbsp