Creativity and Innovation as the Key to Entrepreneurial Success

At the beginning of 2020, all countries, including Indonesia, had to face the Corona Virus (Covid-19) outbreak. This greatly affects people's lives. especially in terms of the economy starting from behavior and patterns of economic activity, business, and business opportunities, many employees have to work from home or even have to lose their jobs. so that people must find ways to overcome these problems, such as looking for business opportunities to maintain their economic stability. Entrepreneurship is a solution for the community to improve their economy during this pandemic, not only employees who are laid off, but also millennials, because online learning activities are to reduce the spread of the covid virus outbreak. in their spare time at home, they try small businesses, such as selling masks, beauty products, drinks, food, or other things that consumers need everyday.

Some of the reasons they start a business is that even if they don't go to school or college, they can still make money. because since schools and colleges have conducted online learning, many have complained that they do not have pocket money anymore, or for other purposes, such as buying quotas. Not only employees, MSMEs (Micro, Small and Medium Enterprises) are also affected by the pandemic. After the implementation of PSBB (Large-Scale Social Restrictions) in various cities in Indonesia, there was a very drastic decline in sales. This requires entrepreneurs to create new ways to increase sales of their products, such as online sales, etc. Therefore, entrepreneurs must be more creative and innovative so that their products or services can meet consumer needs. Entrepreneurs can work more efficiently because of creativity and innovation.

Thus, it is hoped that there will be continuous development of new products and services. So that entrepreneurs can find new opportunities in running their business. Especially in difficult times like today, creativity and innovation are needed to support their business.

A business without creativity and innovation, the business that is run will never progress and consumers also feel bored to buy the products produced. An entrepreneur who plays a role in developing creativity and innovation in making a product will be a big enough driver of the economy. In addition, the number of entrepreneurs will increase economic growth by reducing unemployment.

Entrepreneurship is a process to create added value for goods or services and prosperity. Those who become entrepreneurs are people who can recognize potential and can learn to develop it to get opportunities and organize their business.

Entrepreneurship means the ability to be creative and innovative as well as observant in seeing opportunities and always open to any input and positive changes that can lead the business to continue to grow. the business should have value and benefits. This can be achieved through business activities by applying the concept of entrepreneurship so that the business can have value and benefits.

Entrepreneurship is the spirit, attitude of a person's ability to handle a business or activity, find, develop, and implement new work methods, technologies, and products using ways to increase efficiency in order to provide better services or earn greater profits. Entrepreneurship means the process of creativity and innovation that has the opportunity to form added value for products that are beneficial to society and bring prosperity to entrepreneurs.

CONCLUSION

Two terms that are always related in the business world are creativity and innovation. Creativity is related to the discovery of new ideas or new views about a product and innovation is how to implement that creativity. A product will be purchased by customers depending on whether the product can meet the tastes of its customers or not.

For example, the shape, color, size, features as well as prices and services must be adjusted to the tastes of the customers. The business that is run must also build quality products and guaranteed cleanliness, especially for the consumers it serves. a model for a business in the culinary field, must have development and marketing in its activities, such as differences in taste, shape, color, size, and others.

In the face of the economic crisis during the Covid-19 pandemic, one should be smarter and more careful in reading the opportunities that exist around him, take advantage of these opportunities as much as possible. , namely making sales through social media (online), so that the marketing reach is even wider. Then this will be able to increase its profits and the company can survive in the midst of the Covid-19 pandemic.