Observing the Resilience of Hyacinth Craftsmen Entrepreneurs in the Post Pandemic Era

Abstract

Abstract The existence of hyacinth on Rawa Pening could destroy the ecosystem. Community who lives around Rawa Pening started to create and make hyacinth crafts. Previously product marketing was executed around Rawa Pening tourism but it has changed during Covid-19 pandemic. People’s mobility was limited therefore if only expecting tourist to come and buy hyacinth craft the sales would decline. This research aimed to understand the resilience of hyacinth craftsmen entrepreneurs in the post pandemic era. This study used a qualitative approach. The units of observation in this study were owners, employees, and consumers. The results of the study revealed that reviving hyacinth craft of micro, small and medium enterprises (MSMEs) in the post-pandemic era required the entrepreneurial behavior in business competition with an attitude of taking risks, being creative, innovative, and hard-working. In addition, MSME businesses can survive in the post-pandemic era by managing online businesses competition. The owner can set prices that can reach all groups, be creative and innovative in making information center such as Linktree create products that maintain natural colors, dare to use digital marketing to provide long-distance services in the form of QRIS payments, and has wide-ranging partners to compete in the globalization era.