How SMEs Survive the CoVID-19 Pandemic with Adaptability, Synergy, and Collaboration

Abstract

During the Covid-19 pandemic, many SMEs were affected. Lifestyles, consumption patterns, and distribution models have changed during the Covid-19 pandemic. This study examines the effect of adaptability, synergy and collaboration in maintaining business during the Covid-19 pandemic. With the ability to adapt, synergize, and collaborate, SMEs will survive the Covid-19 pandemic. The analytical method used in this research is Structural Equation Modeling (SEM) analysis with SmartPLS analysis tool. The data collection technique used a questionnaire distributed to 150 SMEs in Banten Province. The results showed that the ability to adapt, the ability to synergize and the ability to collaborate have an effect on marketing performance. From the results of the study, it was also revealed that SMEs who carry out synergies and collaborations and have adaptive capabilities, are more able to survive in their business during the Covid-19 pandemic compared to SMEs that do not synergize, do not collaborate, and do not have adaptive capabilities.