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<p>This study investigates the decision-making processes and resilience of coffee shop MSMEs in Surabaya during the Covid-19 pandemic. The research aims to identify key factors influencing business recovery and the strategies adopted by entrepreneurs to sustain operations amid pandemic-related challenges. Using a quantitative approach, primary data were collected through structured interviews with coffee shop owners. Tobit regression analysis was applied to determine the factors affecting MSME resilience, while the Analytical Hierarchy Process (AHP) was used to assess decision-making strategies. The results indicate that six variables—profit percentage, operational costs, number of employees, employee salaries, online delivery services, and membership system ownership—significantly accelerate business recovery. Furthermore, the AHP analysis identifies the service aspect as the most critical factor in decision-making. This study provides empirical insights into MSME resilience, offering practical guidance for policymakers and business owners in designing sustainable strategies. The integration of Tobit regression and AHP presents a novel approach to quantitatively examining entrepreneurial decision-making and survival strategies during economic downturns. However, this study is limited to Surabaya and focuses specifically on coffee shop MSMEs, which may affect the generalizability of its findings.</p>

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Adapting to crisis business decisions and recovery of coffee shop MSMEs

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年7月2日

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  • Atik Purmiyati,
  • Febriana Wurjaningrum,
  • Siti Inayatul Faizah,
  • Asan Ali Golam Hasaan,
  • Basrowi Basrowi,
  • Akhmad Junaidi

摘要

This study investigates the decision-making processes and resilience of coffee shop MSMEs in Surabaya during the Covid-19 pandemic. The research aims to identify key factors influencing business recovery and the strategies adopted by entrepreneurs to sustain operations amid pandemic-related challenges. Using a quantitative approach, primary data were collected through structured interviews with coffee shop owners. Tobit regression analysis was applied to determine the factors affecting MSME resilience, while the Analytical Hierarchy Process (AHP) was used to assess decision-making strategies. The results indicate that six variables—profit percentage, operational costs, number of employees, employee salaries, online delivery services, and membership system ownership—significantly accelerate business recovery. Furthermore, the AHP analysis identifies the service aspect as the most critical factor in decision-making. This study provides empirical insights into MSME resilience, offering practical guidance for policymakers and business owners in designing sustainable strategies. The integration of Tobit regression and AHP presents a novel approach to quantitatively examining entrepreneurial decision-making and survival strategies during economic downturns. However, this study is limited to Surabaya and focuses specifically on coffee shop MSMEs, which may affect the generalizability of its findings.