Santi, Fitriana ORCID: https://orcid.org/0000-0002-3304-833X and Anggraeni, Ary Yunita (2021) Strategi Bisnis Usaha Otomotif Agar Tetap Aktif di Era New normal. In: National Seminar on Accounting, Finance, and Economics (NSAFE), 2021, Universitas Negri Malang.

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Abstract

The Covid 19 outbreak that entered Indonesia in mid-2019 had a negative impact on several sectors, one of which was the automotive sector. The decline in people's purchasing power means that companies must be able to survive against this pandemic. Business strategy has an important role in the running of the company. This study aims to see what strategies are used by automotive companies in order to survive in carrying out their business activities. Type of this research is qualitative with a case study approach. Interview techniques was used by researcher to collect the data. The selected informants used a purposive technique. Through this technique the researcher chooses the informant and the location, in order to studying the main problem of this research. The results show that there are 3 business strategies that are maintained to keep running the business: recruiting experienced employees, increasing employee loyalty and bonuses to customers.

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