International Journal of Engineering Business and Social Science Vol. 1 No. 04, April 2023, pages: 321-330 e-ISSN: 2980-4108, p-ISSN: 2980-4272 https://ijebss.ph/index.php/ijebss 321 Hybrid Process ; Defense Strategies For Micro, Small and Medium Enterprises In The Pandemic Nurdiana Mulyatini 1 , Elin Herlina 2 , Yusup Iskandar 3 1,2,3 Faculty of Economics Galuh University, Ciamis-West Java E-mail: dianamulya@ymail.com Submitted: 08-04-2023 Revised: 12-04-2023, Publication: 23-04-2023 Keywords Abstract Hybrid Process, Marketing Strategy, Micro, Small and Medium Enterprises (MSMEs) Covid Pandemic -19 has destroyed all sectors, including the economic sector, especially micro, small and medium enterprises (MSMEs). In the midst of economic uncertainty, digitalization plays a very important role for MSMEs players to survive and grow significantly. This research is intended to see the extent to which business actors design and run online and offline business processes (Hybrid Processes) to survive in the midst of a pandemic. The research approach uses a quantitative approach with an explanatory survey of 100 small business actors in Ciamis district, West Java province. The data analysis technique used is regression analysis with the help of SPSS data processing software. The results show that business actors who combine online and offline strategies (Hybrid Strategy) are proven to be able to survive and achieve significant business growth, besides that this strategy is able to create a new ecosystem that supports MSMEs growth and economic growth. © 2023 by the authors. Submitted for possible open access publication under the terms and conditions of the Creative Commons Attribution (CC BY SA) license (https://creativecommons.org/licenses/by-sa/4.0/). 1. Introduction Micro, Small and Medium Enterprises (MSMEs) play a crucial role in the economic development of Indonesia by contributing to job creation, GDP growth, social safety nets, exports, and investments (Sofyan, 2017)(Sarfiah et al., 2019)(Raharja & Natari, 2021)). They are recognized as a part of the national economy with the potential to improve the welfare of the community, as stated in the 1945 Constitution. According to the Ministry of Cooperatives and Small and Medium Enterprises, there are currently 64.2 million MSMEs in Indonesia, accounting for 61.07% of the GDP or Rp. 8,573.89 trillion. MSMEs are able to absorb and employing 97% of the workforce, and can collect up to 60.42 percent of the total investment in Indonesia. (Tambunan, 2020)However, the Covid-19 pandemic has negatively impacted the sustainability of MSMEs, resulting in layoffs and financial difficulties. Unlike the 1998 monetary crisis, where MSMEs helped boost the economy, they are now struggling. Digitalization is seen as the primary solution for economic recovery (Juliyanti & Wibowo, 2021). Moreover, the impact of the pandemic has caused a decrease in the mobility of goods and people, thereby triggering a decrease in demand for goods and services. (Arianto, 2020); (Farhani & Chaniago, 2021). People's consumption patterns of products and services shifted from offline to online during the pandemic. All digital operations, including transactions, are done digitally because they are faster, more effective, more efficient (kusmiyati, 2021). Due to activity constraints, the business rivalry map that company actors must anticipate is distinguished by changes in the industrial environment with four business characteristics, namely Hygiene, Low- Touch, Less-Crowd, and Low-Mobility (Hapke et al., 2021). Businesses that can adapt to these four traits will be successful in the pandemic era (2021, Bahtiar). Consumer wants are met by digital platforms during a pandemic, which compels people to stay at home and keep their distance.. MSMEs are aware of the trend of consumer shifting to digital shopping. MSMEs must be able to develop strategic business models that are able to combine online and offline activities. ((Mubarok et al., 2021), Dinantara, Pamulang, & Pabuaran, nd) . The big challenge faced by SMEs