Factors affecting sustainability of SMEs in the culinary industry during the COVID-19 period

This research attempts to investigate elements such as products, prices, shifting target markets, online advertising, capital, and accounting understanding of the sustainability of the food industry during the COVID-19 Period, Bintaro Modern Market. Micro-scale business players in the culinary industry at Bintaro Modern Market served as the study's population, and there were 129 participants. As a measurement analysis method with a structural model in this work, researchers employed partial least squares (PLS). A direct survey and the usage of a google form are the methods employed in this descriptive and quantitative research kind. The findings of this study show that the variables, such as products, prices, and changes in consumer preferences, are factors that impact the sustainability of small and medium-sized enterprises (SMEs) in the culinary industry. This research provides unique long-term value by analyzing how micro-scale culinary businesses adapted to the challenges of the COVID-19 period. Focusing on key elements like products, prices, shifting target markets, online advertising, capital, and accounting understanding, it identifies critical factors influencing the sustainability of SMEs in the food industry. The study fills a gap in the literature on the pandemic's impact on this sector and offers actionable insights for crisis management and sustainable practices in micro-scale enterprises, benefiting both policymakers and entrepreneurs globally.