UNVEILING THE SALES DECLINE TREND OF PT BATA DURING THE COVID-19 PANDEMIC

Abstract

This study aims to analyze the trend of sales decline at PT Sepatu Bata Tbk
during the COVID-19 pandemic period from 2019 to 2021. The pandemic has
significantly impacted the retail and manufacturing sectors, including the footwear
industry. This research employs a quantitative descriptive approach using secondary
data from the company's annual financial reports. The analysis utilizes trend analysis
methods and financial ratio calculations to identify patterns of sales decline and their
contributing factors. The findings reveal that PT Bata experienced a significant sales
decline of 7.5% in 2020 compared to 2019, primarily driven by store closures, reduced
consumer purchasing power, and shifts in shopping behavior toward digital
platforms. Although recovery signs emerged in 2021 with a 12.4% sales increase, the
company had not yet returned to pre-pandemic performance levels. This study
concludes that the COVID-19 pandemic had a substantial negative impact on PT Bata's
sales performance, requiring strategic adaptation in business models and digital
transformation to sustain competitiveness in the post-pandemic era. The research
contributes to the literature on organizational resilience and retail transformation in
emerging markets context.