The Strategy of Javanese Entrepreneur During COVID-19 Pandemic: Case Study from East Java

Abstract

This research will discuss how Javanese entrepreneurs are able to survive and thrive during the COVID-19 pandemic. Qualitative approach with Ethnography research design is adopted in this research to capture the true story of informants using their own words in a local context.  Based on the result of this study we argue that Javanese entrepreneurs’ are using strategy to survive COVID-19 pandemic based on their “Effort” and “Values”. “Effort” in surviving the COVID-19 pandemic are realized by building strength and by improving their service quality. Javanese entrepreneurs are using Vertical and Horizontal relationships as part of their  “Values” in surviving the COVID-19 pandemic. “Effort” and “Values” together influence the forming strategy of Javanese Entrepreneurs to survive COVID-19 pandemic. The strategy of Javanese Entrepreneur in surviving COVID-19 pandemic is in the form of Survival strategy and Innovation strategy with product and process innovation.