Rosana, Mella and , Dr. Choirul Amin, S.Si, M.M. (2022) Analisis Dampak Pandemi Covid-19 Terhadap Kegiatan Industri Pakaian Jadi Di Kecamatan Laweyan Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Laweyan sub-district is one of the most widely used apparel industries in the city of Surakarta. Starting from the development of the batik-making industry that has existed since the 1900s, after the development of the industrial era, the industry changed its function to the stamped batik industry and the apparel industry. From year to year the apparel industry has decreased due to marketing factors as well as raw materials coupled with the Covid-19 pandemic, many clothing industries have been affected by both production and other activities. For the purposes of this study, namely: (1) Analyzing the impact of the COVID-19 pandemic on apparel industry activities related to production, marketing, raw materials and labor in Laweyan District, Surakarta City. (2) Analyzing the strategies carried out to determine the condition of the industry before and after the COVID-19 in Laweyan District, Surakarta City. The research method used is the survey method. The sampling technique of the study was carried out using the Stratified Proportional Sampling method or stratified proportionally. The data processing technique is carried out in several stages including editing, coding, tabulation and cleaning. The results obtained in the form of: (1) the impact caused by Covid-19 that occurred in 2020-2021, namely a decrease in the number of workers in the industry by 25%. Employers impose layoffs for several workers and also apply rotating entry, working hours from 9 hours per day to 7-8 hours per day in accordance with the policies of each industry. The price of raw materials in the form of cloth has increased in price from the beginning of the pandemic to the present with a percentage increase of 43%. Sales turnover decreased by 36.7% during the pandemic. Workers' salaries have decreased from the pandemic by 10%. Many industries do not have an online store with a percentage of 82%. (2) The product strategy used is to improve product quality with a percentage of 75%. Then the Place Strategy is carried out by marketing the product in several places including by opening a kiosk at the mall or in the market, marketing on websites and also online stores. The price strategy used by industry players is to provide discounted prices (Discounts) with a percentage of 78%. Not many promotional strategies are carried out by apparel industry players, only a few industries do promotions by making pamphlets, promotions on social media as well as video advertisements.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Apparel Industry, Impact of Covid-19, Labor, Marketing, Raw Materials, 4P Strategy |
| Subjects: | G Geography. Anthropology. Recreation > G Geography (General) |
| Divisions: | Fakultas Geografi > Geografi Fakultas Geografi > Geografi Fakultas Geografi > Geografi |
| Depositing User: | MELLA ROSANA |
| Date Deposited: | 25 Nov 2022 02:55 |
| Last Modified: | 25 Nov 2022 06:33 |
| URI: | http://eprints.ums.ac.id/id/eprint/106509 |
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