PELUANG DAN TANTANGAN UKM MOCAF NGUDI REJEKI NGESTIREJO MENGHADAPI PASAR GLOBAL DI ERA PANDEMI

Abstract

This study aims to determine the opportunities and challenges for small and medium enterprises (SMEs) in facing global market in the pandemic situation. The research was conducted by taking the case of mocaf SMEs KWT Ngudi Rejeki in Ngestirejo vilage, Tanjungsari District, Gunung Kidul regency, Yogyakarta Special Region. The method used in this research is descriptive qualitative. The data were obtained through surveys and field observations, Focus Group Discussions and depth interviews with community leaders and supported by secondary data in the form of information and documents (printed books, e-books, scientific articles from the internet. The results of this study indicate that there is still very large opportunity to enter to both domestic and global market. The pandemic did not affect the sales even because mocaf is gluten free, this flour ia really needed by people with Diabetes Memelitus or Autism. The biggest challenges are marketing problems consists of product packaging, distribution, and promotion. Globalization and pandemic, both strengthenig the challenges SMEs to adapt the IT for e-commerce purpose. The SMEs strong will,  supported by government and the academician guidance and assistance in absorbs  the technology, will leads KWT Ngudi Rejeki  mocaf SMEs entering to the global market. The recommendation for mocaf SMEs  is to strengthen the product branding, improves packaging, distribution and promotion, meanwhile the government should supports by giving digital marketing training and solve the finance problem.