Acceso usuarios
Purpose: This study aims to increase and direct the capital owned by SMEs so that they are able to survive in crisis conditions.
Theoretical framework: During the covid-19 crisis, companies sought innovative ways to survive. They must utilize inter-business networks, select productive activities, and adjust their marketing strategies. Agents of artificial intelligence have been utilized as a "creative class" (public knowledge). All SMEs are unprepared for the first time in economic history to adapt to the COVID-19 pandemic crisis. Therefore, SME managers must learn from COVID-19.
Design/methodology/approach: Qualitative descriptive approach was used aims to direct choice activities with individual performance in groups, data collection techniques with surveys. The research is focused on 300 small and medium-sized enterprises (SMEs) in five industrial areas in Central Java (Semarang, Pekalongan, Tegal, and Brebes) that are directly affected by the COVID-19 pandemic crisis.
Findings: The findings prove that the social aspects of the company, innovation and training are significant and positive sustainability factors. So far, there have been no fundamental changes made by SME owners to manage their business. still with the old concept with dogma that has been inherited from its predecessors by looking at what has been done in the past.
Research, Practical & Social implications: Further research needs to be studied more deeply about the dimensions of Directing Creativity choice in the micro and large sectors, the impact of leadership needs to be studied if this variable is included in further research.
Originality/value: The results of the study indicate that the first creative SMEs are able to survive the crisis, the second SMEs have sustainable programs and the third are innovative SMEs.
