ABSTRACT
A number of MSMEs in Indonesia have experienced a decline in income due to the COVID-19 pandemic, forcing MSMEs to work harder to survive the pandemic. This study aims to help MSMEs in the culinary industry by conducting the business coaching method through qualitative research, in which the data were obtained from observations, surveys, and in-depth interviews. The solution taken for this problem was done by designing a promotion mix and establishing loyalty programs. The implemented promotion mix elements were sales promotion and digital/internet marketing designed in the form of discounted offline promotions and online through the MSME Instagram platform. In addition, the establishment of the loyalty program was done by collecting a customer database. The implementation results showed an increase in MSME sales during the COVID-19 pandemic.
