Model Development Of The Existence Of Women Entrepreneurs In The Era Of The Covid-19 Pandemic

Abstract

The current world economy is a result of the Covid 19 Pandemic. In order to support the development of strategies to survive, to develop a household model that is run by the people in Lontar Village, Sambikerep District, Surabaya City. The sample was determined by purposive sampling with the criteria that they had been doing business for at least 1 (one) year. To determine the sustainability of their business, this study uses a SWOT analysis. The results show that the position of the business run by women is in quadrant two (Strength-Threats), a strategy of using strength to overcome threats. With a focus on the marketing mix which includes product, price, place and promotion, the strategy is carried out by promoting products, increasing product size, increasing stock/sales by expanding market reach, maintaining goods delivery services at no cost and increasing through WhatsApp as an additional promotional medium. which is considered very effective.