Strategy For Strengthening SMEs Pempek Palembang Using Local Resources of Snakehead Fish (Channa striata) During the Covid 19 Pandemic

: The people of Palembang city during the covid-19 pandemic, which lasted for approximately three years, tended to be more selective in buying products, one of which was the most popular Palembang food, namely pempek. The Covid-19 pandemic has also brought significant changes for Small and Medium Enterprises or SMEs in Palembang City. Many SME players have experienced a decline in sales since this pandemic, one of which is the SMsE Pempek of snakehead fish. Based on this condition, during the COVID-19 pandemic, there is a need for a strategy to strengthen SMEs that produce pempek of snakehead fish using a SWOT analysis. This research was carried out in the city of Palembang by taking samples 12 respondents at a SMEs Pempek Snakehead fish. This SMEs is located on Jl. Pakjo Palembang by consideration as one of the producers of snakehead fish pempek which is still active during the COVID-19 pandemic. In order to survive during the COVID-19 pandemic, SMEs Pempek Palembang must implement several targeted strategies, including improving services with 24-hour admin services via Whatsapp application (chat/phone) so that they can be ordered anytime, the order method made by order, creating innovations by using shuji/pandan leaves as a natural dye for pempek and minimizing the fishy smell of fish, making an MoU to snakehead fish farmers so that the availability of raw materials is guaranteed and the price is relatively more stable. In addition, the government, especially the fisheries service, can encourage the community to be more active in cultivating snakehead fish.