Mei Indrawati, Woro Utari, Indra Prasetyo, Rusdiyanto, Nawang Kalbuana
Objectives: This study aims to describe and analyze household businesses and formulate a domestic business strategy implemented by women in Indonesia during the Covid 19 pandemic.
Design / Methodology / Approach: This study uses a quantitative approach by using numberic data to prove the hypothesis Research was conducted in May 2021. The sample is determined by purposive sampling with the criteria of research samples by conducting business for a minimum of 1 (one) year and the population of Indonesia is indicated by the address on the Identity Card. To provide solutions to this study, this study uses SWOT analysis which is an analysis used to identify various factors to formulate the company's strategy (Taghavifard et al., 2018).
Findings: The results showed that based on SWOT analysis the position of household businesses is in the second quadrant namely ST (Strength-Threats). ST (Strength-Threats) strategy is a strategy that uses the power of the household business to overcome the threat. With a focus on marketing mix that includes product, price, place and promotion, the strategy carried out by household businesses is to diversify products, diversify product sizes, increase stock / sales volume by expanding market share, maintain inter-goods services without additional costs and increase promotions through whatsapp as a promotional media that is considered very effective.
Urgency: This study has a high level of urgency especially in the household business sector managed by women. The Covid 19 pandemic has devastated the world economy, not least in Indonesia. Women-run household businesses in Indonesia are trying to survive in the midst of an uncertain economy. To achieve this, it is necessary to know what strategies should be taken to keep household businesses alive in this pandemic era.