Kebangkitan Bisnis Online UMKM Kuliner di Tengah Pandemi dari Perspektif Komunikasi Bisnis

The phenomenon of the Covid-19 pandemic has had an impact on MSMEs in the creative economy sector of the Makassar City Tourism Office in the culinary subsector. This study aims to find out how much influence the COVID-19 pandemic has had on the development of online business among MSME players, to find out the obstacles and challenges faced by MSME players at the start of the pandemic, to find out what strategies have been implemented by both MSME players and the government to remain successful. restore economic conditions, especially in the city of Makassar. This research uses the theory of planned behavior, qualitative methods, and a case study approach. Determination of informants by purposive sampling, data collection techniques using ground theory method through semi-structured in-depth interviews, observation and literature review with previous relevant research. The key research findings are, first, the Covid-19 pandemic is seen as an enabling macro-contextual environment as well as a catalyst that depends on the readiness and survivability status of each MSMEs in terms of ability to navigate their online business. Secondly, WhatsApp is considered as the most reliable and trusted social application as a marketing strategy. Third, the capacity building program and improvement related to MSME actor data is a strategy carried out by the Makassar City Tourism Office.