STRATEGY OF ANKRINGAN BUSINESS CONTINUITY IN THE CITY OF DENPASAR DURING THE COVID-19 PANDEMIC

Abstrak

The spread of Covid-19 is getting more and more out of control. The increasingly widespread spread of Covid-19 has an impact on all aspects of human life. The Indonesian government has established several legal regulations in order to break the chain of the spread of Covid-19. Angkringan business actors as part of a social community feel that there is a disharmony of norms with the community regarding the application of these legal regulations. In the worst case this phenomenon can result in bankruptcy for angkringan business actors, especially in the city of Denpasar. Rational choice theory tries to analyze the defensive strategy by angkringan business actors in dealing with this phenomenon. The research method used is a qualitative research method with a descriptive and explanatory approach. This study also uses quantitative research methods in order to improve research results. The results of the study indicate that the application of related legal regulations in order to break the chain of the spread of Covid-19 in Indonesia has a significant impact on angkringan business actors in the city of Denpasar. The impacts include economic impacts. Angkringan business actors need to implement a strategy based on logical thinking by considering the resources they have to be more creative and innovative in maintaining the continuity of the angkringan culinary business in Denpasar. This research is expected to help angkringan business actors and also other social communities in dealing with the impacts caused by the Covid-19 pandemic, especially in the city of Denpasar.

Keywords: Covid-19, Angkringan, Strategy.