Small and medium enterprises (SMEs) play a crucial role in the economyof Cigondewah, Bandung, West Java, Indonesia. The issues that small-scale garment business owners face include employment, location, marketing and technology. Their main concern is, however, organizational capability development. This research used descriptive explorative research, based on the use of qualitative and inductive approaches. It focused on apparel small businesses and pertinent stakeholder groups, at the Cigondewah center, in Bandung. Research participants were selected based on the essential role they play in organizational capability development. Data collection involved interactive interviews, participatory observations and the examination of related documents. After separating endogenous capability-development indicators from exogenous influences, the results show that apparel small businesses at the Cigondewah center do not develop the professional business skills necessary for their survival and prosperity. The theoretical implications relate to organizational capability-building theory, including both its internal and its external features. The practical implications show opportunities for apparel smallscale business enterprises to enhance their entrepreneurial competence, and the vital role that governance plays in facilitating firms' self-development capability.

Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis strategi bertahan dan strategi pemasaran online usaha kecil rajut di masa pandemi COVID-19 di Bandung. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data diperoleh dengan mewawancarai pelaku usaha rajut dan pihak terkait sebagai informan kunci. Hasil penelitian menunjukkan bahwa pandemi COVID-19 berdampak negatif pada usaha kecil rajut di sentra rajut kota bandung. Sebagai Langkah strategi di tengah pandemi, para pelaku bisnis menggunakan strategi bertahan, dengan cara tidak menaikkan harga jual, melainkan mengurangi target keuntungan, dalam  strategi pemasaran online pelaku usaha kecil rajut menggunakan strategi :  e-commerce, pemasaran digital,  peningkatan kualitas produk dan layanan, serta hubungan pelanggan. Implementasi strategi tersebut didorong oleh semangat kewirausahaan, fleksibilitas, tanggap terhadap perubahan dan perkembangan teknologi, serta kemampuan berkolaborasi dengan berbagai pemangku kepentingan. Penelitian ini menunjukkan bahwa usaha kecil yang menerapkan strategi bertahan dan pemasaran online mampu bertahan dan meningkatkan kinerja bisnis.