Adaptation Strategy of Fried Chicken MSMEs to the Impact of Covid-19 Pandemic in Lowokwaru District, Malang City

This research aims to study the effects of COVID-19 on MSMEs' economic state and to identify the strategy conducted by the fried chicken MSMEs in Lowokwaru District to face those effects. It employs a descriptive qualitative approach, using interviews with 40 informants to understand the effects of the pandemic. Results indicate a significant decrease in turnover (20-40%) due to Large-Scale Social Restrictions (PSBB). MSMEs adapted by adjusting their Marketing Mix (4P), introducing new products, and enhancing existing ones. Some owners hesitated to change prices, believing it wouldn't attract more customers. High rent prices forced some to relocate, while others managed to stay. Strategies included increasing online presence through social media (Instagram and Whatsapp) and utilizing e-commerce platforms (Go-Food, Shopee Food, Grab Food) to sustain business. In conclusion, MSMEs in the fried chicken sector faced declining turnover during COVID-19 and survived by innovating their marketing strategies and intensifying digital engagement.