Analysis of MSME Strategies in Responding to Crisis: A Case Study of MSME in Gunungkidul Regency


  • Yudas Tadius Andi Candra Universitas Mercu Buana Yogyakarta, Indonesia
  • Ika Wulandari Universitas Mercu Buana Yogyakarta, Indonesia
  • Zaenal Wafa Universitas Mercu Buana Yogyakarta, Indonesia



Crisis, disruption, MSME, strategy, SWOT analysis, risk


In recent years, the occurrence of crises caused by natural disasters such as floods and landslides, and the COVID-19 pandemic have significantly disrupted the distribution of goods and services, posing immense challenges for micro, small, and medium enterprises (MSMEs). Therefore, this study aims to find the best strategy for MSMEs to overcome the impact of the crisis. This study uses a qualitative descriptive method. The data was obtained from observations and interviews with 121 MSME players in Gunungkidul. This study applied the SWOT analysis to determine the best strategy for MSME, which was divided into two parts: External Factor Analysis Summary (EFAS) and Internal Factor Analysis Summary (IFAS). The results showed that the score for Strength was 2.15 and for Weaknesses was 0.7, indicating that internal factors for strengths are higher than weaknesses. The score for Opportunity was 1.85 and for Threats was 0.8, indicating that external factors for opportunities are higher than threats. The study concluded that the best strategy for MSME was to act aggressively by using their strengths, such as producing locally sourced goods, exploiting new business opportunities as the tourism sector reopens, and taking advantage of government policies.


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How to Cite

Yudas Tadius Andi Candra, Ika Wulandari, & Zaenal Wafa. (2023). Analysis of MSME Strategies in Responding to Crisis: A Case Study of MSME in Gunungkidul Regency. International Business Education Journal, 16(1), 12–21.