The Ability of MSMEs in Kampoeng Tahu Tinalan to Deal With the COVID-19 Pandemic: A Structured Study of Whole Aspects Through Preliminary SWOT Analysis

The purpose of this research was to identify the internal and external factors of MSMEs to map and formulate the right strategy required to deal with the COVID-19 pandemic in Kampoeng Tahu Tinalan, Kediri. This was qualitative and descriptive research and the snowball non-probability sampling method was used to collect primary data through questionnaires, in-depth interviews and focus group discussions (FGD). The data were analyzed using the SWOT analysis method. The results showed that these MSMEs’ strengths are associated with their quality soybeans, high processing capacity and production efficiency, labor skills and affordable product prices. Meanwhile, their weaknesses are their conventional marketing, business legality constraints, less desirable tofu products, lack of investors’ trust, poor productivity, easiness to imitate and deficient management systems. The opportunities for MSMEs have encouraged product peculiarities, tourism, proper waste management and educational support from universities in Kampoeng Tahu. Therefore, the deficit strategy W-T is more suitable for MSMEs in Kampoeng Tahu Tinalan. Its implementation aids MSMEs in avoiding and overcoming external threats associated with the COVID-19 pandemic. Keywords: Kampoeng Tahu, MSME, Internal Factor, External Factor, SWOT Analysis