How do Micro, Small, and Medium Enterprises (MSMES) in Bali Survive the Pandemic? a Qualitative Study in Buleleng, Tabanan, Gianyar, and DenpasarHow do Micro, Small, and Medium Enterprises (MSMES) in Bali Survive the Pandemic? a Qualitative Study in Buleleng, Tabanan, Gianyar, and Denpasar

Purpose: This study aims to explore the survival strategies carried out by local micro, small, and medium enterprise (MSME) actors maintain their business, especially during COVID-19 pandemic which lasted for more than two years. In Bali, problems that arise with MSMEs are not only layoff rate loss of a number consumers but also emergence competitors from new business who come tourism workers affected layoffs. Theoretical framework: Small Medium Enterprises (Qosasi et.al: 2019) able capture potential markets in future those utilize Information Communication Technology (ICT) business. Amadasun, D.O.E., Mutezo, A.T. (2022) show factors used measure market-based such as market orientation, intensity competition, technology dynamics affect competitive growth SMEs. However, studies on SMEs Bali still important, given role government's safety valve, namely economic solution times crisis. Design/methodology/approach: The research was conducted using qualitative approach through in-depth interviews MSME at four locations Buleleng, Tabanan, Gianyar, Denpasar. From forty-two owners, we found major implications MSMEs’ amid response layoffs skyrocketing competitions are: revisiting agility, understanding options penetration, gaining support government, leveraging product development ideas. Findings: People's lifestyles lead think creatively, part creative industry. Creativity innovation mandatory increasingly developing along capitalist movement always seduces public various trends it creates have become opportunities actors, including existence community's need clothing, food, ritual products needs, has led penetrate markets. Produce fulfill domestic needs. Products were initially consumed tourists developed into products, order meet needs people want western image. practice, diversified, way marketing is shifting offline online. Platforms form YouTube, Facebook, Instagram, TikTok, WhatsApp choices both urban rural areas spread across Bali. Research, Practical & Social implications: would hope clearly navigate toward most applicable respective region enable an interchange ideas other tactical plans comparative differentiation supplemented this informed research.