Alternative Digital Transformation of UMKM’s to Survive in the Covid-19 Pandemic

The Covid-19 pandemic, which until now, continues to spread and spread, it is certain that if it does not end soon, it will lead to an economic crisis in this country. maintain and develop their business. Especially after the entry of the industrial revolution 4.0, the Government hopes that UMKM actors can compete on a large scale with digital transformation efforts in the UMKM business even though in fact there are many obstacles faced by micro and medium businesses. With the Covid-19 pandemic, the moment of digital transformation is increasingly unstoppable and unavoidable. In the midst of declining economic performance, the shift in interaction between humans that prioritizes cleanliness, healthy and safety factors has actually accelerated the integration of a digital-based economy in Indonesia widely. There are several recommended survival strategies that UMKM's can do to be able to maintain their business, namely making sales through e-commerce because many people are now turning to online shopping and doing product marketing by utilizing digital technology (digital marketing) to be able to reach more consumers.