Volume 18, No 1, 2021

Disability Entrepreneurs Responses to Public Communication During the Pandemic (Case Study about Disability Entrepreneur Strategy through Online Culinary Business during the Covid-19 Pandemic)


Ari Agung Prastowo, Hanny Hafiar, Yanti Setianti and Yustikasari

Abstract

There was a government appeal that was communicated to the public during the co-19 pandemic. Including an appeal to business people to develop business strategies that are adaptive to conditions. There are people with disabilities who have culinary businesses which can maintain their business during the Covid-19 pandemic. This was expressed in a seminar which was held by the Community of Entrepreneurs with Disabilities Houses. In the seminar, Sri Arya Ramadani, a person with visual impairment disability and the owner of Ayam Geprek Petukangan business, shared her experiences and strategies for running a culinary business in the pandemic era. The challenge faced by entrepreneurs is the socioeconomic stability against competitors who have similar businesses with other entrepreneurs. However, a strong enthusiasm for learning, a strong mentality, not easy to despair and support from family and community make entrepreneurs able to compete with other similar businesses. Another challenge faced by disability entrepreneurs is the existence of the Covid-19 pandemic, entrepreneurs trying to adapt to crisis situations and developing an Efficiency, Creative and Healthy strategy. The strategy is supported by promotional tactics, including using social media in the form of Instagram, using professional photography services to get quality product photos, establishing relationships with consumers through the WhatsApp media platform, and also not easy to complain about social media. The digital marketing strategy is balanced with the alms strategy, which is believed to bring blessings on its business journey. Therefore, until now, entrepreneurs still survive and can meet their business needs.


Pages: 121-130

DOI: 10.14704/WEB/V18I1/WEB18077

Keywords: Strategy, Entrepreneur, Disability, Digital Marketing, Culinary Business.

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