UMKM DAN PANDEMI COVID-19 YANG BERKEPANJANGAN DI KOTA SALATIGA

The first time Covid-19 (Coronavirus Disease 2019) appeared in Indonesia since earlyMarch 2020. The pandemic not only had a negative impact on the health side but on the socialand economic side. The causes of the decline in turnover and the closing of UMKM outletsin 2020 until now include declining domestic demand, difficulty in obtaining raw materials,delays in logistics distribution, greater credit risk and others (Mikro et al. 2020). UMKM thathave employees are forced to carry out Termination of Employment (PHK) on the grounds thatemployers are unable to pay workers’ salaries because their income has decreased. Accordingto data from the MSME ministry, more than 90 percent of Indonesian workers work in theUMKM sector. In resurrecting UMKM’s affected by the pandemic, support is needed in adjustingto the promotion of their merchandise through social media. This helps UMKM’s to promotetheir products in the digital world. However, not a few of the business actors are not ready tomake transactions in the digital world. Social media can be an alternative in promotion,especially in conditions like this, people are limited to outside activities (Rosita 2020). Thisstudy uses qualitative analysis techniques, with interviews conducted online. From thisbackground, this study intends to describe how the impact of Covid-19 on UMKM, strategiesand efforts and the role of the government in helping UMKM actors in dealing with Covid-19.The research location is in the city of Salatiga, Central Java. In this study, the results showedthat UMKM in facing the COVID-19 pandemic had different promotional strategies