Andayani, Indah. 2021. Pemberdayaan Pelaku UMKM dalam Mempertahankan Eksistensinya Di Masa  Pandemi Covid-19 (Studi Kasus Pada Pelaku  UMKM Kecamatan Wates Kabupaten Kediri). Tesis, Program Studi Pendidikan Luar Sekolah, Pascasarjana, Universitas Negeri Surabaya. Pembimbing: (1) Prof. Dr. Maria Veronika Roesminingsih, M.Pd. dan (II) Dr. Wiwin Yulianingsih M.Pd.

Kata-kata Kunci: Pemberdayaan, Pelaku UMKM, Eksistensi, dan Pandemi Covid-

19

Tujuan penelitian adalah untuk menganalisis dan menjelaskan eksistensi pelaku UMKM di masa pandemi Covid-19 yang meliputi aktivitas, perkembangan, dan strategi pemberdayaan pelaku UMKM. penelitian menggunakan pendekatan deskriptif kualitatif dengan metode studi kasus. Sampel penelitian berjumlah 9 orang pelaku UMKM kecamatan Wates berdasarkan teknik random sampling. Teknik pengumpulan data menggunakan metode observasi dan wawancara mendalam.

Pelaku UMKM kecamatan Wates di awal masa pandemi Covid-19 tidak menunjukkan aktivitas yang berarti, artinya mayoritas pelaku UMKM menghentikan kegiatan produksi. Hal ini dikarenakan adanya kebijakan pembatasan sosial berskala besar (PSBB) sehingga terjadi penutupan lokasi pariwisata (public place) dan pemberlakuan jam operasional pusat perekonomian. Kebijakan tersebut mengakibatkan penurunan tajam omzet penjualan bahkan terjadi kerugian bagi beberapa pelaku UMKM. Perkembangan aktivitas pelaku UMKM berangsur membaik dengan pelonggaran kebijakan PSBB dan mempercepat kebijakan pemulihan ekonomi. Program bantuan bagi UMKM menjadi modal dasar bagi pelaku UMKM untuk mengawali kembali kegiatan produksi produk, sehingga dampak dari kebijakan ini adalah adanya tren peningkatan penjualan produk dalam rentang 3 bulanan. Program pemberdayaan bagi pelaku UMKM dilakukan melalui kegiatan pendampingan terutama pada aspek psikologis dan aspek keterampilan penjualan seperti digital marketing, market place, dan pelatihan pembuatan barang yang paling dibutuhkan di masa pandemi seperti masker dan hand sanitizer.

Kesimpulan hasil penelitian didapatkan bahwa pelaku UMKM kecamatan Wates tetap memperlihatkan eksistensinya melalui model berjualan konvensional, orientasi pada pemesanan, agen reseller, melalui media sosial, dan market place. Tren perkembangan aktivitas pelaku UMKM meningkat secara bertahap dalam rentang 3 bulanan. Strategi pemberdayaan yang dimungkinkan pada pelaku UMKM kecamatan Wates berupa kegiatan pendampingan psikologis, pemberdayaan digital marketing/ market place, dan pelatihan produk yang paling dibutuhkan di masa pandemi Covid-19.

Andayani, Indah. 2021. Empowering MSME Actors in Maintaining Their Existence During the Covid-19 Pandemic (Case Study on MSME Actors, Wates District, Kediri Regency). Thesis, International Education Study Program, Postgraduate, Surabaya State University. Advisors: (1) Prof. Dr. Maria Veronika Roesminingsih, M.Pd. and (II) Dr. Wiwin Yulianingsih, M.Pd.

Keywords: Empowerment, MSME Actors, Existence, and the Covid-19 Pandemic, The purpose of the study is to analyze and explain the existence of MSME actors

during the Covid-19 pandemic which includes activities, developments, and strategies for empowering MSME actors. The research uses a qualitative descriptive approach with a case study method. The research sample amounted to

9 MSME actors in Wates sub-district based on random sampling technique. Data collection techniques using the method of observation and in-depth interviews.

MSME actors in the Wates sub-district at the beginning of the Covid-19 pandemic did not show significant activity, meaning that the majority of MSME actors stopped production activities. This is due to the large-scale social restriction (PSBB) policy, resulting in the closure of tourism locations (public places) and the enactment of the operating hours of the economic center. This policy resulted in a sharp decline in sales turnover and even losses for several MSME actors. The development of MSME activities has gradually improved with the easing of the PSBB policy and accelerating economic recovery policies. The assistance program for MSMEs is the basic capital for MSME actors to restart product production activities, so that the impact of this policy is a trend of increasing product sales in the span of 3 months. The empowerment program for MSME actors is carried out through mentoring activities, especially on psychological aspects and aspects of sales skills such as digital marketing, market places, and training on the manufacture of goods most needed during the pandemic such as masks and hand sanitizers.

The conclusion of the study found that the MSME actors in the Wates sub-district continue to show their existence through conventional selling models, orientation to orders, reseller agents, through social media, and market places. The trend of developing the activities of MSME actors gradually increases in the span of 3 months. Empowerment strategies that are possible for MSME actors in Wates sub- district are in the form of psychological assistance activities, digital marketing/market place empowerment, and product training that is most needed during the Covid-19 pandemic.