GARMENT INDUSTRY COMPETITIVE ADVANTAGE STRATEGY DURING COVID-19 PANDEMIC

Abstract

This study aims to determine the competitive advantage strategy used by the garment industry in dealing with the current COVID-19 pandemic situation. This type of research is descriptive. Sources of data were obtained directly from informants. This competitive advantage strategy was very influential during the COVID-19 pandemic because by applying one of the three strategies or combining several of these strategies, the company could survive during the COVID-19 pandemic. The results of this study are in dealing with the COVID-19 pandemic situation in the garment industry. Use a competitive advantage strategy where competitive advantage is a strategy carried out by a company to dominate the market and maintain its position. So that the company can also achieve the expected profits.