<![CDATA[This research aims to determine the survival strategies of the MSME of Bouquet Flower Kemisbouqet, and its supporting and inhibiting factors in applying the survival strategies. This research employs a qualitative method with case studies generating descriptive data and utilizes primary data sources and data collection through observation, interview, and documentation analyzed by data reduction, data display, and verification. The results of this research reveal that the survival strategies applied by TOKO Kemisbouqet MSMEs include (1) considering the design and components, (2) striving for low-cost raw materials, and (3) making innovations for the production process, and (4) developing low-cost marketing networks. The research also finds the supporting factors such as producing affordable and quality products and optimizing social media use and strategic location. Whilst, the inhibiting factors incorporate easy-to-imitate products and unstable finances. Further researchers are expected to conduct different strategies in addition to handicraft MSMEs and expand the scope of research objects. Keywords: Survival strategy, low cost, handicraft, MSMEs.]]>
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