Adaptation Strategy in The Food Industry During COVID-19 Pandemic in Jember Regency

This study aims to analyze Adaptation Strategy in the Food Industry during the COVID-19 Pandemic in Jember Regency. This is qualitative research using a case study approach. Data collection was carried out through in-depth interview and observation (participant observation). Data sources were obtained from key informants with the criteria of staple food business actors, market snacks business actors and cookies business actors in Jember downtown. The data analysis technique was carried out using the Miles and Hubberman analysis model, starting from information collection, data reduction to interpretation analysis of research findings. Data were collected by means of observation, interview and document collecting. Data analysis included data reduction, interpretation presentation and analysis of information obtained from food business actors. There were five impacts of covid upon food business actors, including a decrease in sales turnover, capital challenges, distribution problems, constraints in marketing and challenges in obtaining raw materials (especially during the peak of the pandemic). The adaptation strategies carried out by food business actors were price adjustment, online sales, pick-up marketing, budget management, maintaining the availability of raw materials, downsizing, and establishing a community of business actors.