the changing business environment which is increasingly complex (Wibowo, Arifin,

& Sunarti, 2015) Since the Covid-19 pandemic that hit Indonesia in March 2020,

many life arrangements have changed. Starting from the education, tourism and

economy sectors. This pandemic is changing people's behavior so they always

keep their distance (social distancing) and don't crowd. The public is increasingly

afraid of the spread of this virus and to break the chain of spreading Covid-19, the

government has issued a Large-Scale Social Restriction (PSBB) regulation in areas

with high cases. National economic development is not only the responsibility of

the government, but also a shared responsibility(McGee, Brenneman, & Spector,

1977). The development of the internet also has influenced economic

period in Kesenden, Cirebon 60

producers and sellers. Many companies or entrepreneurs do not survive in this

situation and some choose to stay even though there are few or no buyers.

Micro, Small and Medium Enterprises (MSMEs) are an important part of the

threats to the economy, such as a decrease in people's purchasing power, a

decline in company performance, threats to the banking and financial sectors, and

the existence of MSMEs. In the aspect of MSMEs, the existence of this pandemic

has caused a decline in performance from the demand side (consumption and

purchasing power of the community) which ultimately has an impact on the supply

side, namely termination of employment and the threat of non-performing credit

payments (Pakpahan, 2020).

According to the Ministry of Cooperatives and Small and Medium Enterprises,

there are around 37,000 MSMEs who report that they are very seriously affected

Enterprises (KUKM) in 2018, the number of MSME players was 64.2 million or

99.99% of the number of business actors in Indonesia. The absorption capacity of

the UMKM workers is as much as 117 million workers or 97% of the absorption

capacity of the workforce of the business world. Meanwhile, the contribution of

MSMEs to the national economy (GDP) was 61.1%, and the remaining 38.9% was

contributed by large business actors, which amounted to only 5,550 or 0.01% of

the total business actors.

The challenge for MSMEs during this pandemic condition is a decrease in demand,

as experienced by salted fish MSMEs in RW 11 Kesenden Village, Kejaksan District,

adjustments must be made to these conditions so that MSMEs can continue to

survive despite a decrease in income, limited marketing, and reduced availability

of raw materials.

conditions, target markets such as high consumer demand or not because this

affects their production and marketing strategies. In the production process, the

quality of the products produced must be good and the service to consumers must

also be satisfying because this will affect customer trust so that it will increase

customer loyalty.

During this pandemic, there were many abnormalities such as supply of raw

materials, consumer interest and marketing. Based on this, the author wants to

examine what MSMEs can do to be able to maintain their business during the

Covid-19 pandemic. This study aims to describe the marketing strategies that must

depth by collecting data as deep as possible, which shows the importance of the

depth and detail of the data being studied (Oky, 2020).

The data collection technique used in this study was interviews. Interviews can be

used as a data collection technique if the researcher finds a problem that must be

studied, and the researcher wishes to know more deeply about the things related

to the informant. Interviewing is a data collection technique to obtain information

extracted from direct data sources through conversations or questions and

answers. Interviews in qualitative research are in-depth because they want to

explore information holistically and clearly from informants (Ayudha, 2015).

period in Kesenden, Cirebon 62

salted fish MSMEs in economic empowerment. Meanwhile, secondary data in this

descriptive analysis and SWOT analysis. The research was conducted in Kelurahan

Kesenden with the object of research in the form of Salted Fish UMKM.

Production is the activity of producing goods or services or activities that add value

to the use or benefits of an item. In the book Production Operations Management

(2020) Andy Wijaya and friends, production is the process of producing something

in the form of goods and services in a period of time and has added value for the

The types of fish that are processed into salted fish are bilis, tigawaja, snapper,

grouper and mixed fish. These fresh fish are obtained from areas around the

production site and can reach out of town such as in Indramayu, Gebang, and

Semarang.

For the price of salted fish the most expensive is bilis, which reaches Rp. 80,000 -

Rp. 100,000 / kg, for tigawaja fish Rp. 70,000 / kg and mixed fish Rp. 60,000 / kg.

The sales system is by ordering via telephone and is marketed in Cirebon to

Bandung.

Raw materials are obtained from fresh fish and processed in a good process.

The more raw materials, the faster the production process.

blackfish.

The opportunities in the salted fish UMKM business in Kelurahan Kesenden,

Kejaksan District are:

The marketing of salted fish in Kelurahan Kesenden is not only in the Cirebon

area, but has also left cities such as Bandung and Garut. Seeing this condition,

it means that this salted fish product is favored and trusted by the outside

community and it is possible that it will expand again to several cities.

Kejaksan are:

High rainfall is a threat to salted fish, especially if it has entered the rainy season.

The drying process will take longer and marketing is also hampered.

As a result of the Covid-19 pandemic, all activities were limited to leaving the

house, causing a decrease in sales in the market. In addition, production activities

are also disrupted due to the difficulty of accessing raw materials outside the city.

period in Kesenden, Cirebon 64

The occurrence of the Covid-19 pandemic has made consumers more careful in

choosing types of food, consumers will choose a healthy diet so that the body's

immune system is immune to viruses. Not only diet, but the quality of the selected

product must also be of high quality. The quality of a product can also increase

product quality to increase consumer confidence during the Covid-19 pandemic

The aspect that needs to be considered regarding the product is the quality of the

product. Kotler and Armstrong (2004: 283) state product quality as "the ability of

a product to perform its functions. Its includes the product's overall durability,

reliability, precision, ease of operation and repair, and other valued attributes ”.

This means that product quality is closely related to the product's ability to

perform its functions, including the overall product, reliability, accuracy, ease of

operation, repair and other valuable attributes. So product quality is a set of

features and characteristics of goods and services that have the ability to meet

features, excellence in reaching the targeted market(Shandy Widjoyo Putro dan

Hatane Semuel, 2014).

In addition to improving product quality, salted fish SMEs must also improve the

quality of services, such as delivery services or purchases via hotlines. With

advances in technology today, it is easier to obtain a wide market. Business actors

can take advantage of this method in the midst of the Covid-19 pandemic

situation, which forces them to keep their distance and stay at home. Therefore,

improving product quality is not only in product content but also on packaging to

maintain durability and safety during delivery.

In the Covid-19 pandemic situation, it might be difficult if you want to get new

According to Farida's research in (Hardilawati, 2020) customer relationship

marketing has a positive and significant effect in improving the marketing

performance of MSMEs through improving the quality of relationships and

entrepreneurial orientation. The better the quality of the relationship between

MSME actors with consumers, suppliers and others, the better the ability to

improve their marketing performance.

In addition, business actors who dare to take risks, already have experience in

business and are flexible towards business, can increase networks and foster trust

from consumers, so that consumers will survive. Different research results were

E-Commerce in general can be defined as buying and selling transactions

electronically through the internet media. In addition, e-commerce can also be

interpreted as a process of doing business using electronic technology that

connects companies, consumers and the public in the form of electronic

transactions and the exchange or sale of goods, services and information

electronically (Hardilawati, 2020).

According to research (Helmalia, 2018), e-commerce has a significant effect on

revenue. Meanwhile, according to (Tiandra, 2019) the use of e-commerce does

not have a significant effect on the performance of MSMEs. Although e-commerce

period in Kesenden, Cirebon 66

UMKM can do promotions anywhere and anytime for 24 hours without stopping.

This transaction model allows transactions across regional boundaries much more

easily and in a cost effective manner than traditional trading.

Happy Fresh (Aderianti, 2018).

Haryanto, Resty Avita. (2013). Strategi Promosi, Kualitas Produk, Kualitas Layanan

Https://Doi.Org/10.26593/Jihi.V0i0.3870.59-64