Berbagai Faktor Penentu Kesiapan Untuk Berubah Dan Pengaruhnya Terhadap Keberlangsungan Kegiatan UMKM Di Wilayah Terdamak Wabah Covid-19

Currently, real sector business activities are facing severe challenges. The development of ICT and the emergence of the covid-19 pandemic have led to changes in the business environment. Changes in the business environment require businesses to adjust by developing new business strategies, so that their business activities are in line with market demands. This study examines various determinants of readiness to change and their effect on the continuity of MSME activities in the covid-19 affected areas. The results of the study revealed that the new values and attitudes of micro business operators did not support the readiness to change, so they faced the problem of the sustainability of business activities. New values and attitudes are the main factors that shape readiness to change. While the readiness to change is an important factor that determines the sustainability of business activities. In addition, this study revealed that the business environment also as a factor forming change readiness and business continuity. This research recommends the importance of strengthening new values and attitudes for, especially for micro business people; so that they are better prepared to face a change. Future studies need to examine the effect of sudden environmental changes on the sustainability of business activities.Keyword:new values and attitudes, business environment climate, readiness to change, business continuity.