MSME SUSTAINABILITY STRATEGY DURING THE COVID-19 PANDEMIC BY ANALYZING THE ROLE OF CROWDFUNDING AND THE DIGITAL MARKET BY IMPROVING MSME PERFORMANCE USING THE CANVAS MODEL BUSINESS STRATEGY AS AN INTERVENING VARIABLE

ABSTRACT

Purpose: The purpose of this research is to find out the MSME Sustainability Strategy after the Covid-19 pandemic by analyzing the role of crowdfunding and the digital market by improving MSME performance using the Canvas Model Business Strategy as an Intervening Variable. Theoretical framework The latest literature has not explained the MSME Sustainability Strategy after the Covid-19 pandemic By Analyzing the Role of Crowdfunding and the Digital Market by Improving MSME Performance Using the Canvas Model Business Strategy as an Intervening Variable. Design/methodology/approach: This research uses a Mix Method research approach, which is a combination of quantitative and qualitative combinations. By using the combined method, it is expected to be able to complement each other from the existing hypotheses. Quantitative emphasizes the technical analysis of statistical tests so that the data is more accurate, and qualitative techniques emphasize the analysis of the process of inductive thinking processes related to the dynamics of the relationship between observed phenomena and always use scientific logic. Findings: there has been an increase in the performance of MSMEs, namely changes in (1) technological innovation using sales methods from direct sales to online sales, (2) Human Relations, namely synergizing with various Croudfunding and BUMN parties in overcoming capital problems, (3) Absorption of labor work, (4) Market Adaptation and (5) Managerial dynamism and financial ratios that change for the better. Research, Practical & Social implications Researchers suggest MSMEs cooperate with Crowdfunding and Digital Markets for business sustainability. Originality/value The results show that these 5 aspects have increased, namely 1) Aspects of sales increased by 23% 2) Aspects of operating profit increased by 25%. 3) Capital aspect increased by 30% 4) the Aspect of the number of employees 10% and 5) the Aspect of bank installment payment ability increased by 5%. © 2023 EDIZIONI MINERVA MEDICA.