Abstract :

This study examines how Micro, Small, and Medium Enterprises (MSMEs) adapted to the post-COVID-19 landscape to boost sales and ensure business continuity, focusing on Persewaan Tenda dan Alat Pesta Al-Hadi, a tent and party equipment rental business in Semarang, Indonesia. Using a descriptive qualitative case study approach, the research highlights key strategies that enabled the business to overcome pandemic challenges. Specifically, service, process, and product innovations played crucial roles in its recovery. Service innovation included leveraging social media for brand visibility and offering promotions like free shipping. Meanwhile, process innovation involved restructuring the family business for greater efficiency. Additionally, product innovation focused on improving equipment quality to ensure customer satisfaction. Ultimately, these innovations were pivotal in driving growth, underscoring the importance of adaptive strategies and innovation for MSMEs in a post-crisis economy.

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Keywords :

Business Survival and Growth, Innovation Strategy, MSME., Post Covid-19; Semarang

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