The Implementation of Product Innovation, Survival Strategy and Intangible Assets on Micro Enterprise in the New Normal Era

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Dinda Kayani Putri Bestari*, Bagas Arief Prabowo, Rizky Harsono Putra, Niken Ayu Widyastuti, Talitha Rahma


The biggest impact of the Covid-19 Pandemic apart from the health index, this really affects the economy of a country. In this difficult time, the scale of the micro business is considered to be a business scale that is quite possible to recover. The object of research in this paper is a special Micro-scale UMKM that is engaged in the creative industry. Respondents in this research were 46 Owners of micro scale businesses. This research uses technical PLS analysis with software using Smart PLS 3.0. It was found that the Product Innovation no significant effect on Business Continuity Management: Relationships are not significant can be interpreted with no influence exerted by each variable. Furthermore, Survival Strategy has a significant effect on Business Continuity Management. Furthermore, Intangible Assets have a significant effect on Business Continuity Management, it can be interpreted that the higher the ownership of intangible assets in the form of goodwill, patent rights, copyrights, monopoly rights and brand rights in this micro-scale business, has an impact on the better business continuity management. In principle, business continuity management is a continuous process used to ensure that the company's operational activities continue, all products and services can still be perceived and accepted by consumers and the brands that make up the company's value are protected and the company's reputation is maintained. So that on the next opportunity this micro business can continue to grow and become a medium-scale business and even become the owner of the largest market share in its field.


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