This qualitative research aimed to develop the dimensions of an entrepreneur’ s strategic crisis management capabilities during the COVID-19 pandemic by using the phenomenological. 10 key informants were purposively selected based on their involved experiences in the hospitality industry. Research instruments were semi-structured interviews, voice recorders, and a camera for use in the field research. Data were collected through in-depth interviews and analyzed from the text.

The research’s results found that the entrepreneur’ s strategic crisis management capabilities in the COVID-19 pandemic dimensions are 1) entrepreneurial persistence, which is to maintain marketing positioning as long as possible and includes individual characteristics and human capital, 2) job performance, which is a quantitative result such as sale or profit, and a qualitative result such as customer satisfaction and includes the management and behavioral performance, 3) talent management, which is a skill to manage someone can create the competitive advantage and includes the talent definition, talent selection, and talent development, and 4) strategic crisis management, which is a management form to apply in special or unexpected situations for revitalizing business as quickly as possible and includes the escaping strategy, solving strategy, and proactive strategy.