Unlocking Competitive Advantage: Key Moderating Factors for MSMEs Amidst the COVID-19 Era

Arum Wahyuni Purbohastuti (Universitas Sultan Agung Tirtayasa)
Yulia Nur Hasanah (Telkom University)
Victor Prasetya (Institut Teknologi dan Bisnis Adias)
Sabil Sabil (Universitas Bina Sarana Informatika)
Reza Rahmadi Hasibuan (Universitas Perwira Purbalingga)

International Journal of Business and Quality Research
Vol. 2 No. 04 (2024): October - December, International Journal of Business and Quality Research (IJ

COVID-19 hit Indonesian MSMEs worst (MSMEs). Only flexible MSMEs survived market upheavals. Customers want innovation. Market and entrepreneurial orientation effect SME competitiveness and marketing performance (SMEs). This study analyzes whether a competitive advantage could reduce the effects of market orientation and entrepreneurial orientation on pandemic firm performance. PLSE (PLS) (PLS). Statistics described responders. Gender, age, and education differ. Questionnaires found 104 MSMEs. Sector, location, length, starting capital, number of employees, monthly turnover, funding sources, and business ownership permits. EO and CA lower BP, while MO does not, the study found. MO promotes CA. CA doesn't affect MO and EO's BP.