STRATEGI BERTAHAN UNIT USAHA BUMDES DI TENGAH PANDEMI COVID-19

The COVID-19 pandemic has caused an economic crisis at various levels, one of which is village-level. Village-Owned Enterprise (BUMDes) is one of the village financial institutions affected by the pandemic, disrupting business continuity and hindering the achievement of the Village Sustainability Development Goals (SDGs). This study aims to analyze the constraints and strategies for maintaining BUMDes business units during the COVID-19 pandemic. The research method used is qualitative. The data collection techniques used were observation, interviews, and documentation studies with BUMDes managers in Jatirejo, Sidorejo, Bumirejo, Ngentakrejo, Gulurejo dan Wahyuharjo villages. The results of this study indicate that the constraints faced by BUMDes are activity restrictions or lockdowns, which result in people's incomes decreasing, resulting in a lack of people's purchasing power. VillageOwned Enterprise (BUMDes) has three strategies: product innovation, silent strategy with word of mouth, and optimizing human resources. Each characteristic of the BUMDes business unit has a different approach. The BUMDes strategy also needs support from the community