Micro, Small, and Medium Enterprises Business Strategy Post-COVID-19: A Case Study of Coffee Shop 148 in Makassar City


Imaduddin Murdifin

DOI10.5110/77. 1120               Page:   41-56          Vol: 19    Issue: 03   Year: 2024

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The COVID-19 pandemic has had a significant negative impact on the growth of Micro, Small, and Medium Enterprises  over the last two years. Micro, Small, and Medium including CoffeeShop 148 among the affected sectors, face various challenges.  This study aims to explore and understand the specific business strategies adopted by CoffeeShop 148 to navigate the post-pandemic era. It used a descriptive qualitative approach to achieve this, with the founders/owners of CoffeeShop 148 participating in this study as the primary source of information to improve sales that have fallen during the COVID-19 pandemic. Data collection methods include interviews, observation, and documentation, providing a comprehensive insight into the findings. The data analysis process consists of several stages including data collection, data reduction, data display, category description, and result validation. The results of this research are very significan as they explain how CoffeeShop 148 has adapted its business approach amidst the challenges posed by the pandemic and provide valuable insights that can be useful for other Micro, Small, and Medium wishing to thrive in a post-pandemic landscape.


Business Strategy, Sales, COVID-19, Micro, Small, and Medium Enterprises

Received: 16 February 2024

Accepted: 27 February 2024

Published: 05 March 2024