KEMAMPUAN ADAPTASI PELAKUNYA UKM PEMASARAN TOKO AMPANA SAYUR PADA MASA PANDEMI COVID-19 DI KELURAHAN UENTANAGA ATAS KECAMATAN RATOLINDO KABUPATEN TOJO UNA-UNA

ADAPTATION CAPABILITIES OF MARKETING SMEs AT AMPANA VEGETABLE STORE DURING THE COVID-19 PANDEMIC IN UENTANAGA SUB-DISTRICT, RATOLINDO DISTRICT, TOJO UNA-UNA
Fathana Wolu, C 201 17 357, supervised by Syamsuddin.
ABSTRACT
This study aims to determine and analyze the adaptability of SMEs marketing ampana sayur store during the COVID-19 pandemic in uentanaga atas village, ratolindo District, Tojo una-una regency. The type of research used is descriptive qualitative with data collection methods using interview and documentation techniques. The research instrument used is a cellphone camera and a recording device with the determination of informants using purposive sampling technique. With the method of analysis using descriptive analysis and SWOT analysis techniques. The results of the study are seen from the problems faced by the ampana sayur shop by showing the results of the SWOT analysis, the highest value is obtained from the combination of SO ( Strengths-Opportunities) strategies in Quadrant 1, this strategy uses the strengths of the ampana sayur business in uentanaga atas to seize and take advantage of opportunities which is as large as possible to competitors, this strategy is the most relevant to be carried out in accordance with the conditions of the ampana sayur shop.
Keywords: Adaptability of SMEs marketing ampana sayur shop during the covid-19 pandemic